Let's Make Bold Moves Together

F2 Strategy has 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.

Doug Fritz

Founder & CEO

Doug Fritz is CEO and Founder of F2 Strategy, Inc, a leading technology and marketing consulting firm to the wealth management industry. Prior to founding F2 Strategy, Doug was Chief Technology Officer for First Republic Private Wealth Management where he led the execution of the Wealth Tech Roadmap and introduced transformative technology to an amazing, client-focused firm. The new and upgraded tools he rolled out for their portfolio managers will enable FRB to continue its stellar client experience reputation well into the 21st century. Prior to joining First Republic, Doug was senior vice president at Wells Fargo Wealth Management where he ran strategy, implementation and support for the Portfolio Management Desktop including portfolio analytics, advisor dashboard, compliance and proposal generation. Doug was poised for success for these roles after years as a management consultant for KPMG Consulting on Wall Street where he managed large global industry initiatives. Doug is frequently quoted in the media on a wide range of transformative and innovative industry topics. He earned a bachelor's degree in Russian and International Business from Southern Illinois University and started his career in Russian Equities at Credit Suisse in Moscow.
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Liz Fritz

Chief Marketing officer

Liz Fritz is Chief Marketing Officer at F2 Strategy yet brings a unique passion for the client experience from her days working directly with clients as a wealth manager for a presigious global private bank. Today, as an HNW and UHNW marketing industry expert, Liz helps her institutional and individual clients build a unique brand to increase awareness among target audiences. Before having her own firm, Liz was Head of Wealth Management Communications for Bank of the West | BNP Paribas where she led cross-channel integrated communications and content marketing strategy for a global organization. Prior to Bank of the West, Liz was the Director of Communications at Ascent Private Capital Management of U.S. Bank where she was a founding member of the executive team that successfully built and launched the marketing infrastructure for U.S. Bank’s prestigious ultra-high-net-worth segment. During her tenure, she launched the comprehensive brand strategy which included defining the value proposition, executive messaging, web design, CRM alignment, client journey mapping and the suite of sales materials to support the process.

Bryan Brook


Bryan Brook is a senior financial technology consultant specializing in technology solution delivery in wealth management. He helps solve problems quickly and owns the end-to-end delivery of solutions with more than eighteen years of financial management and information technology expertise. He has a strong history of successful project deliveries that transform businesses and exceed customer’s expectations. His expertise areas include end-to-end wealth management, investment processing & data analysis, risk evaluation & reporting, software integration & development, portfolio accounting, SQL, ETL, Agile, SCRUM, and business intelligence. His clients and past experience include Wells Fargo Wealth Management, SEI Investments Company, Pershing Managed Investments, Evergreen Investments and KPMG Consulting. Bryan has a bachelor’s of science in electrical engineering from Lehigh University and a master’s of science in Telecommunications and Network Engineering from the University of Pennsylvania.


Scott Frantz

Ops Automation Lead

Scott Frantz specializes in Appian platform implementations and has been designated as one of Appian’s trusted partners. Scott has made his focus helping large financial institutions leverage Appian’s cutting-edge technology in order to get ahead in a fast-paced environment. Innovative workflow automation and business process optimization have been his hallmarks of creating customized applications to increase efficiency and drive profitability.