Turns out, you can teach an old
new tricks

We’ve been doing it successfully for decades

What We Do

F2 Strategy addresses the widening gap between expectations of affluent clients and their wealth management experience.

Our perspective comes from a long history of innovation and transformative technical projects within major financial institutions. We’ve led organizations through revolutionary initiatives such as robo-advisor integration, paperless client onboarding, portfolio management automation, digital client engagement, and many other areas currently challenging our industry.

How We Help
  • Doug is a wealth-tech unicorn. He has an innate sense of how technology is transforming wealth management, in particular how advisor and client roles and expectations are changing. Perhaps more importantly, he has the rare experience to appreciate the complexities for large institutions to respond strategically. Professional, yet friendly, it has been a joy working with Doug.

    – Edwin Choi Founder at Capitect and Mariposa Capital Management

  • Few people have a deep understanding of the complexities of wealth management or a valuable perspective around how to maximize technology. Doug Fritz is a refreshing change in the industry. Every time I meet with him I learn a tremendous amount and it always has a positive benefit on my business.

    – Greg Friedman President CEO Private Ocean Wealth Management; President, CEO Junxure

  • When it comes to wealth technology strategy there are lots of firms that talk a good game, but Doug Fritz helps you make it happen. I’ve had the pleasure of knowing and interacting with him for several years and his insight and experience have always been helpful. I would recommend working with Doug if you need help making a material impact on your firm’s pace of innovation, scale or client experience.

    – Mojgan Nowain Senior Technology Executive

  • At a time when wealth management is rapidly changing, Doug has the industry experience and deep technical know-how to guide organizations to newfound success. Doug helped us chart a new path forward for our business by leveraging new technologies, partnerships and strategies.

    – Matthew Hoffman Co-Founder of Empire Software

  • I worked with Doug while I was the Deputy Chief Investment Officer for Wells Fargo Wealth Management. Doug brought a unique skill set of wealth management knowledge and technology insight to our team. He was able to identify how we can improve our business by improving our client's experience through technology. Doug pinpointed opportunities, designed solutions, and most importantly knew how to execute. He provided me personally with fresh, unique ideas to help my management of a complex financial services firm.

    – Ron Florance President at RMF Consulting

  • Doug is a great resource for any size financial institution looking for a partner to define and shape their digital wealth management strategy. His proven experience of driving innovation through fintech partnerships while successfully navigating the complexities with dated technologies/processes at large FIs make him a very unique and valuable individual. His deep industry knowledge, pulse on trends, and a strong industry rolodex position him as an ideal partner.

    –Kaushal Pandia Director of Enterprise Solutions at FutureAdvisor

Strategic Partners
Our Latest Insights
In the News
What the Treasury's Fintech Report Means for Account Aggregation & Advisors
August 15, 2018
Source: wealthmanament.com
Will LPL's Tech Integrations Complete Delayed Platform Transition?
July 30, 2018
Source: Financial Planning
What's the Real Deal with Digital Transformations? (video)
July 25, 2018
Source: FinTech TV
Will Cheap Advice Turn Off Wealthy Customers?
June 5, 2018
Source: American Banker
Couldn't Make it to InvestCloud 2018? 
Hear CEO Doug Fritz here
July 5, 2018
Tech Firms Vie to Become the Amazon of Fixed Income
May 23, 2018
Source: WM.Com
High End, High Touch and High Tech: The New Buzz in Wealth Management Marketing
April 24, 2018
Source: Forbes
AI Coming to Life in Financial Advice
April 16, 2018
Source: Investment News
Digital Investment Advice Spreading to Regionals
February 13, 2018
Source: American Banker
What can AI do for Financial Advisors?
January 30, 2018
Source: Financial Advisor IQ
A Primer on Artificial Intelligence for Financial Advisors
January 26, 2018
Source: WealthManagement.Com
5 Intelligent Ways WM Marketers Can Use AI
January 19, 2018
Source: Forbes
Why are robos still attracting millions?
January 10, 2018
Source: Financial Planning
How to be like Amazon, not Sears
November 15, 2017
Source: Financial Planning
Transforming Wealth: Silicon Valley Wealth Management Alums "Marry" Talents to Form New Wealth Management Venture 
October 19, 2017
Source: Markets Insider
WM.Com 2018 Industry Awards
September 13, 2018 NYC
Judge & Panel Leader
Doug Fritz on Continuous Innovation
VIDEO: InvestCloud Conference
February 2018 Las Vegas
Digital Banking 2018 | American Banker Conference
June 6 - 8, 2018 Austin, TX
Roundtable Moderator
In|Vest 2018 - Innovations in Investing, Saving & Advice
July 10-11, 2018
Featured Speaker
Fintech Festival
February 6 - 8, 2018
Attendee & Speaker
InvestCloud 2017 User Conference
February 26 - 28, 2018
Las Vegas
Featured Speaker 
Junxure 2017 Advisor Conference
September 28 & 29, 2017
Aria, Las Vegas, NV
Sponsor & Speaker
WealthManagement.com 2017 Executive Forum and Industry Awards
October 11, 2017
The Plaza Hotel, New York, NY
Featured Speaker & Host