Let's Make Bold
Moves Together

Who We Are

F2 Strategy is your go-to partner to transform your wealth management technology. We have an incredible team of industry experts and innovators from across the wealth management sector who are devoted to partnering with you to address the pain points currently challenging our industry.

Dan
Johnson
Senior Manager, Wealth Technology Strategist

Authority in portfolio management systems implementation, investment performance conversions, centralized portfolio management and integrations with advisor-driven toolset for clients.‍

Experience
  • Wells Fargo Private Bank
  • Operations and Investment Management Advisory Council
Doug
Fritz
Founder & CEO

Founder and accomplished veteran wealth CTO. Leads team of experts in frictionless operations, digital client engagement, performance and accounting systems selection and implementation, among many other areas for clients. Industry thought-leader, speaker and judge at In|Vest, American Banker, Financial Times, WM.Com, RIAIntel, InvestmentNews, Family Wealth Report, Financial Planning.

Experience
  • First Republic
  • Wells Fargo
  • Credit Suisse
  • KPMG
Greg
Negron
Senior Manager, Wealth Technology Strategist

Strategic executor focused on operationalizing consulting services capabilities and enabling scale across all business opportunities.

Experience
  • Capco
  • NTT DATA Consulting
  • Ernst & Young
  • Morgan Stanley
Joe
Price
Wealth Technology Strategist

Tenured HNW, UHNW and fintech executive leading projects focused on operations optimization, investment analytics, performance reporting implementations and data visualization projects.‍

Experience
  • Bullet Point
  • First Republic
  • Private Family Office
Liz
Fritz
Co-Founder & Chief Commercial Officer

Co-founder and well-known marketing executive in HNW and UHNW space. Head of all brand strategy, marketing, advertising, social media, content marketing, events, public relations for F2 and clients. Mother to two young dragons.‍

Experience
  • BNP Paribas
  • U.S. Bank
  • Capco
  • Wells Fargo
Scott
Lamont
Senior Manager, Wealth Technology Strategist

Sage expert focused on guiding clients through their technology roadmap journey. Proven innovator and integrator of complex vendor solutions into existing infrastructures and re-engineering to maximize capabilities.

Experience
  • Brown Brothers Harriman Private Banking
  • Institutional Management and Investor Services
Seb
Dovey
Board Chairman

Industry luminary enabling F2 executive leadership to implement strategic growth plan. He is consultative, open, exceptionally well-connected and the person to launch F2 strategy into a successful expansion. Winner of Wealth Briefing Thought Leader of the Year, Thought Leader – in – Residence for Fitch Learning worldwide.

Experience
  • Scorpio Partnership
  • Institutional Investor
Sonya
Dhar
Wealth Technology Strategist

Rockstar project manager and business analyst overseeing end to end project management activities such as project reporting, project planning, issue/risk identification and tracking, scope management and estimation. Maintains high degree of documentation standard and serves as a liaison between clients and external vendors to ensure project delivery.

Experience
  • Merrill Lynch
  • Morgan Stanley
  • JP Morgan Chase
  • Barclays