F2 Strategy Further Bolsters “Executives in Residence” Program With Addition of Wealthtech Leaders

SAN FRANCISCO – April 26, 2023 – F2 Strategy, a wealthtech management consulting company serving complex wealth advisory firms, today announced the addition of two new members to its Executives in Residence (EIR) program. Elena Carroll and Joel  Friedman, both senior wealth management executives, will join this group of forward-thinking wealthtech professionals to engage in knowledge sharing and accelerate industry transformation. 

Carroll joins the program after most recently serving as senior vice president & head of product at financial technology corporation Envestnet. She also held a variety of senior-level roles during her 14-year tenure with Mastercard, helping to oversee execution of go-to-market strategies, digital transformations, integrations and change management. An experienced product and operations executive with deep experience in fintech and data analytics, Carroll will now draw from her formidable expertise to the benefit of F2 Strategy clients.

“At F2 Strategy, we’re firm believers in the power of technology to support, elevate, and empower the great wealth firms of the future,” said Doug Fritz, co-founder and CEO of F2 Strategy. “We’re confident that Elena and Joel will be invaluable additions as we seek to unlock its potential and make a positive impact on the industry at large.” 

Friedman, an almost 20-year veteran of digital operations platform Docupace, brings a wealth of customer experience acumen to the EIR program. Most recently serving as Docupace’s chief customer officer, Friedman has helped firms of all sizes to digitize their front- and back-office operations, achieving transformational revenue growth and retention through world-class service. F2 clients will now benefit from his years of experience planning and executing client-centric digital transformation strategies, as well as his operational expertise. 

“I’m looking forward to applying all that I’ve learned at Docupace, collaborating with other wealthtech leaders on initiatives that drive the industry forward,” said Friedman. “This is an exceptional group, and I am confident that we can achieve great things together.” 

Carroll added: “Given the foundational role that data plays in the financial services industry, I’m particularly enthusiastic about the opportunity to bring to bear my expertise in developing and implementing data-focused strategies. Working closely with other EIR members, I hope to add value for growth-minded F2 clients that wish to remain competitive and deliver outstanding client experiences.”  

Launched in September 2022 with an initial cohort of four C-level executives, F2 Strategy’s EIR program has since expanded to include eight industry luminaries. It invites accomplished wealthtech professionals to fulfill a yearlong residency and is designed to feature as many as a dozen members at any given time.

To learn more about F2’s EIR program, or to apply, email
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.

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