The firm provides boutique consulting services to support existing technology teams and marketing departments in the wealth management, family office, RIA and wealth manager space.

Doug and Liz Fritz, two former wealth management executives at large banks, have formed F2 Strategy, which is a Silicon Valley-based wealth management technology and marketing firm. 

Doug's 20 years of experience as senior vice president and chief technology officer at the private banking arms of Wells Fargo and First Republic is complemented by Liz's experience of more than a decade leading marketing efforts for the high net worth and ultra-high net worth segments at Bank of the West Wealth Management (part of BNP Paribas), as well as at Wells Fargo Abbot Downing and Ascent Private Capital Management of US Bank.

The firm provides boutique consulting services to support existing technology teams and marketing departments in the wealth management, family office, RIA and wealth manager space.

"I wish I had had a service like F2 Strategy when I was a Chief Technology Officer to help me bridge the gap between emerging client needs and the current lack of a digital wealth experience," Doug Fritz, the firm’s chief executive, said. "None of the large consulting firms had the experience of delivering modern innovation from within a large financial services organization. Most of my lessons were learned the hard way. I decided to start F2 Strategy to save others from going through the same trial and errors as I did,” he said. 

The duo believe their firm’s offerings will be in demand amid major changes, such as how, over the next three decades, it is predicted that around $30 trillion will be transferred from Baby Boomers to their heirs.