Liz Fritz is a tenured marketing executive and Co-Founder of F2 Strategy, the largest pure-play wealthtech consulting firm in the U.S. As a former corporate marketer, Liz offers unique expertise in the entrepreneurial and M&A space through her experience successfully translating her in-house MarComm knowledge into growing F2’s enterprise value with strategic marketing, brand strategy and culture development. Liz is a frequent speaker at industry events and vocal advocate for supporting and lifting women in the space. She recently moved from Santa Cruz, CA to Wilmette, IL with her husband, Doug, and two young sons. When not building brands or speaking about digital marketing, you’ll find her learning new tricks on the paddle court.

What are three words that describe how you do your job?

I am thoughtful, balanced and passionate. My thoughtfulness allows me to see the whole picture from multiple perspectives, which is important in a growing business. Doug and I are also committed to creating a balanced community within the firm that prioritizes well-being, family and fun. And finally, I am passionate about our mission that the right technology has the power to support, elevate, and empower us all to reach the highest level of fulfillment.

What excites you most about the WealthTech industry right now?

I am incredibly excited to see more women and diverse leaders begin to rise up as leaders within our industry. We have much more work to do, but we’re honored to play our part with our #womeninwealthtechtowatch social media campaign. It's our small way to leverage the F2 digital channels to highlight the incredible women and BIPOC within our network.

Who or what inspires you in your job?

Our F2 Strategy family of team members inspire me every day with their humbled excellence, humor and incredible passion for elevating our clients.