With the acquisition of SKY, F2 said it will pair its technology implementation and consulting services with marketing strategies and solutions to serve firms across the wealth management industry.

The deal, of which the financial terms were not disclosed, was motivated in large part by marketing industry forecasts. Per Allied Market Research shows that the marketing technology industry is expected to see a 416 per cent increase in revenue generation through 2032. 

As a result of this acquisition, which closed in early February, SKY’s co-founder Jeremy Jackson will become F2’s chief marketing officer, while co-founder Liz Fritz will remain involved with strategic growth initiatives as a board officer. Doug Fritz , CEO and co-founder at F2 Strategy, will lead the teams under the F2 brand, the firm said in a statement.

“From day one, it was clear that our two companies were aligned in our vision for the marketing and technology solutions necessary in today’s wealth management industry,” Fritz said.

“Growth-minded financial services firms are quickly realizing the importance of bridging the gap between marketing and technology,” Jackson added. “By joining forces with the team at F2, we have found the right partner to facilitate the integration of marketing and technology within our shared client base.” 

SKY is F2's second acquisition in less than a year. In June 2023, F2 acquired consulting and services provider Oakbrook Solutions, which was facilitated by a majority investment from private equity firm Renovus Capital. See more commentary here.

“F2 Strategy continues to lead the way in meeting the needs of growth-minded wealth managers, helping them implement the necessary technology to recruit and retain advisors and clients alike,” Lee Minkoss, managing director at Renovus Capital, added. “The addition of SKY is a significant step in expanding the services F2 can deliver to its leading client base.” 

F2 recently established its new headquarters in Chicago, after being founded in 2016 in San Francisco. It has additional offices in New York and St Louis, with a client base of more than $3.8 trillion in assets under management.