Andrea Bornstein-Bayer

Andrea is chief operating officer at F2 Strategy where she leads all internal systems and consulting operations, and oversees the management team through the development of tools and processes that will optimize and automate F2’s efficiency, team cohesion, firm performance, and client well-being. With more than 25 years of experience in WeathTech, she has worked with First Republic Bank Wealth Management, Wells Fargo Wealth Management and other wealth management firms to develop technology strategies, build teams and manage the implementation of technology platforms. Her efforts have helped these organizations reduce costs and significantly increase operational efficiency. Andrea lives in San Francisco.

What are three words that describe how you do your job?

The three words I’d use are “Focus”, “Commitment” and “Compassion”.

What are you most passionate about in your role at F2 Strategy?

I am most passionate about the people at F2. We have an amazing team of experts who bring professional excellence to the table every day and inspire me to grow in many dimensions.

What has changed the most since you started out in the industry?  

In my 25 years in the industry, I am surprised to find that we are still trying to solve some of the same problems in data, digital, and onboarding. I am excited to be working at a company that has the depth of knowledge and experience to move the industry forward.