Let's Make Bold
Moves Together

Who We Are

F2 Strategy is the leading boutique management consulting firm helping complex RIA, wealth and multi-family office firms improve their technical capabilities across the entire client and advisor experience. We are the engine to empower your great decisions.

Johnson
Dan
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
Fritz
Doug
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
Lacroix
Ernest
Senior Manager, Wealth Technology Strategist

RIA & Fintech insider focused on delivering our outsourced CTO offering (OCTO™) with expertise in advisor facing technology and the digital client experience (CRM, Financial Planning and Portfolio Management Systems).

Experience
  • Focus Financial
  • Fidelity Investments
  • Wealthbox CRM
Negron
Greg
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
Elliott
Greg
Senior Consultant, Wealth Technology Analyst

Hybrid OSJ and Orion expert with elite operations and strategic experience in the execution of high tech, high touch solutions for advisors and end-investors.

Experience
  • Stratos Wealth Partners
  • LPL Financial (Formerly FINRA licensed Series 7, 66, 24)
Baltes
Jen
Senior Consultant, Wealth Technology Analyst

A solutions driven program and project management expert leveraging Agile, including Scrum, Kanban, XP and DevOps, to drive customer focused experiences.

Experience
  • Wells Fargo
  • US Bank
Price
Joe
Senior Consultant, 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
Asher, CFA
Lisa
Senior Consultant, Wealth Technology Analyst

Wealth tech innovation professional, TAMP specialist and CFA® Charterholder with expertise in the nexus of analytics, portfolio construction and financial planning.

Experience
  • XY Investment Solutions
  • Clearnomics
  • Fragasso Financial Advisors
  • First Annapolis Consulting
Fritz
Liz
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. Mom to our two youngest interns.‍

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

Industry heavyweight with exceptional CTO and software implementation experience along with a strong passion for delivering on the promise of Fintech.

Experience
  • SS&C Advent
  • Affiance Financial
  • Orion Advisory Board
  • AdvisorNet Financial
Turner
Pam
Senior Consultant, Wealth Technology Specialist

Veteran results-driven wealth tech executive focusing on developing business solutions through the use of technology and translating business vision to IT strategy.

Experience
  • Investcloud
  • Deloitte
  • Ernest & Young
  • SunGard
Lamont
Scott
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
Dovey
Seb
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
Dhar
Sonya
Senior Consultant, 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