Sarah Alford Joins F2 Strategy as Implementation Manager

SAN FRANCISCO – November 22, 2022 – F2 Strategy, a wealthtech management consulting company serving complex wealth advisory firms, today announced Sarah Alford as the latest consultant to join its ranks. In her new role as implementation manager, Alford will employ her extensive experience in tactical planning, execution and implementation of business initiatives to help clients identify and implement the appropriate technology solutions.

“Sarah’s impressive background in the wealthtech strategic planning and implementation arenas will prove invaluable as we help clients identify opportunities to elevate their businesses,” said Doug Fritz, Co-Founder and Chief Executive Officer at F2 Strategy. “With expertise in everything from CRM to product analytics, to data integration, she will play an integral role as clients  build out their plans for growth and success in 2023.”

Alford has previously worked with wealth management teams at U.S. Bank, Raymond James and Morgan Stanley, in addition to similar work with regional banks. “I’m excited to begin working with so many service-driven, growth-oriented professionals and wealthtech experts,” said Alford. “Having the opportunity to guide F2 Strategy’s esteemed clients to be their most productive and to help them generate impactful solutions for their own clients is an honor, and I am eager to get started.”

With Alford joining the team, F2 Strategy now has 24 full-time employees providing consulting and outsourced chief technology officer (OCTO) services to firms totaling $1.6T in assets under management (AUM). F2 Strategy’s consulting services support existing technology teams within the wealth management, family office, RIA and wealth manager spaces, helping companies align their technology platforms and distribution channels with the high-touch wealth management experience their clients expect.   

Recently, F2 Strategy also doubled the size of its Executives in Residence program with the addition of three new team members. 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.

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