People Moves

Expanding F2 Strategy Creates CFO Role

Editorial Staff April 17, 2024

Expanding F2 Strategy Creates CFO Role

Having chalked up two acquisitions in the past 12 months, the wealthtech services firm has created the CFO role to oversee all its financial processes.

F2 Strategy, the wealth management technology services company that last year acquired Oakbrook Solutions, has hired Jay Halbert (main picture) to the newly-created chief financial officer slot.

Halbert will oversee all financial operations, including accounting; financial reporting, planning and analysis; and budgeting and banking relationships.

He comes to F2 Strategy with more than 20 years’ experience in the sector including serving as executive vice president at media group Alkemy X. Before the Alkemy X role, Halbert was senior vice president at Northeast Building Products, president and owner of MedX Operating Company, and chief financial officer at Comcast Spectacor. 

These are busy times for F2 Strategy. In June 2023, it bought consulting and services provider Oakbrook Solutions, and secured a majority investment from private equity firm Renovus Capital. In early March, it acquired a boutique marketing consultancy – SKY Marketing Consultants. The St Louis-based firm specializes in providing branding and marketing advisor services for wealth management firms and their advisors.

“I see this as a pivotal time to be joining F2 Strategy. I’ve been watching keenly as they’ve expanded their services through acquisition and strategic hires,” Halbert said. “Taking stock of the industry today, it’s clear that F2 is poised to capitalize on gaps in the market.” 

Halbert’s appointment happens as Martha Blenkush (pictured below) is promoted to chief of staff. She joined F2 Strategy in August 2023 as senior manager of its integration management office. 

Martha Blenkush

The firm named Laura Korbel as F2 Strategy's inaugural president in 2023.

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