Liz Fritz
Liz Fritz is the Co-Founder of F2 Strategy and the origianal architect of its brand, having served as the firm's Chief Marketing Officer through its most defining years of growth. Alongside her husband and Co-Founder Doug Fritz, she built F2 Strategy from the ground up into the largest pure-play wealth and asset management technology consulting firm in North America, and she successfully brought on a strategic capital partner to accelerate its next chapter.
As a founder who has lived the full arc of building and scaling a firm, she brings something unique: she's been on the other side of the table. She knows what it means to be a wealth creator, making complex financial decisions while running a growing business and raising a family. She understands firsthand how the right infrastructure, story, and strategy compound over time into lasting enterprise value.
Today, she works as F2 Strategy's Chief Brand Evangelist and a strategic advisor to wealth management firms at the intersection of marketing strategy, AI adoption, and technology, helping them build the internal foundation and external presence that drives real, sustainable growth.
- BNP Paribas
- U.S. Bank
- Capco
- Wells Fargo
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.
Liz Fritz
Liz Fritz is the Co-Founder of F2 Strategy and the origianal architect of its brand, having served as the firm's Chief Marketing Officer through its most defining years of growth. Alongside her husband and Co-Founder Doug Fritz, she built F2 Strategy from the ground up into the largest pure-play wealth and asset management technology consulting firm in North America, and she successfully brought on a strategic capital partner to accelerate its next chapter.
As a founder who has lived the full arc of building and scaling a firm, she brings something unique: she's been on the other side of the table. She knows what it means to be a wealth creator, making complex financial decisions while running a growing business and raising a family. She understands firsthand how the right infrastructure, story, and strategy compound over time into lasting enterprise value.
Today, she works as F2 Strategy's Chief Brand Evangelist and a strategic advisor to wealth management firms at the intersection of marketing strategy, AI adoption, and technology, helping them build the internal foundation and external presence that drives real, sustainable growth.
- BNP Paribas
- U.S. Bank
- Capco
- Wells Fargo
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.
