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Liz Fritz
Back to Team

Liz Fritz

Co-Founder & Chief Commercial Officer
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Liz is co-founder and chief commercial officer for F2 Strategy where she leads all brand strategy, digital marketing, advertising, social media, content and PR for the organization. She brings almost 20 years of experience working with some of the most well-known global brands in the HNW and UHNW space such as Wells Fargo Private Bank, Abbott Downing, U.S. Bank and BNP Paribas. Liz is a frequent contributor to, webinar participant around WealthTech digital marketing and Chief member, the only organization specifically designed for senior women leaders to strengthen their leadership journey, cross-pollinate ideas across industries, and effect change from the top down. She is particularly passionate about creating a company culture of well-being and supporting other women in the WealthTech and Fintech industries. Liz is based in Santa Cruz.

Previous Experience
  • BNP Paribas
  • U.S. Bank
  • Capco
  • Wells Fargo
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What are three words that describe how you do your job?

I am thoughtful, balanced and passionate. My thoughtfulness allows me to see the whole picture from multiple perspectives, which is important in a growing business. Doug and I are also committed to creating a balanced community within the firm that prioritizes well-being, family and fun. And finally, I am passionate about our mission that the right technology has the power to support, elevate, and empower us all to reach the highest level of fulfillment.

What excites you most about the WealthTech industry right now?

I am incredibly excited to see more women and diverse leaders begin to rise up as leaders within our industry. We have much more work to do, but we’re honored to play our part with our #womeninwealthtechtowatch social media campaign. It's our small way to leverage the F2 digital channels to highlight the incredible women and BIPOC within our network.

Who or what inspires you in your job?

Our F2 Strategy family of team members inspire me every day with their humbled excellence, humor and incredible passion for elevating our clients.

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