F2 Strategy Adds Chris Emert as Consultant

SAN FRANCISCO – April 25, 2023 – F2 Strategy, a wealthtech management consulting company serving complex wealth advisory firms, today announced that Chris Emert has joined F2 Strategy as a manager of consulting services. Having spent more than two decades in the financial services industry, Emert brings significant expertise and acumen as a consulting business owner. His vast experience, which includes helping numerous firms to implement new technological and operational efficiencies, will strengthen an already formidable team of consultants.

“Chris brings extensive knowledge gleaned from both sides of the house, lending valuable in-house and consultancy expertise,” said Doug Fritz, co-founder and chief executive officer at F2 Strategy. “We are confident our clients will tangibly benefit from his unique perspectives and look forward to all we can achieve together.” 

Prior to founding his own consultancy firm, Emert served as head of technology and operations for Matter Family Office. He also spent 17 years at multinational financial services firm Mastercard, where he served in a variety of positions, most recently as VP of enterprise architecture and corporate functions. In this capacity, Emert led various technology teams and advised leading organizations on business-critical strategy. 

“I’m enthusiastic about the opportunity to marry my passion for technology and business, imparting meaningful value to F2 clients,” added Emert. “It’s a privilege to join and work alongside this group of exceptional wealthtech experts.”

F2 Strategy’s consulting services support existing technology teams within the wealth management, family office, and registered investment advisory (RIA) spaces, helping them align their technology platforms and distribution channels with the high-touch wealth management experience their clients expect. With the addition of Emert, F2 Strategy now has 24 full-time employees. These professionals deliver consulting and outsourced chief technology officer (OCTO) services to firms collectively totaling $1.6T in assets under management (AUM).

For more information about F2 Strategy’s consulting services, visit
About F2 Strategy

F2 Strategy, creator of Outsourced CTO (OCTO), is a wealthtech management consulting firm helping complex RIA, wealth, bank/trust and family office firms improve their technical capabilities to build exceptional client and advisor experiences. Led by former executives of a wide range of top-rated wealth firms and family offices, F2 Strategy combines its results-driven management strategy with industry-leading, proprietary research to create customized high-tech solutions.  A diverse, creative, and people-centric company, F2 Strategy believes the right technology has the power to support, elevate, and empower us all to reach the highest level of fulfillment. F2 Strategy was founded in 2016 in San Francisco, currently has 24 employees, and works with firms representing $1.6T in AUM.

Media Contact 

Allie Zendrian

Tom Warburton

Share This article

Latest Insights