Wealth management executives Doug Fritz and Liz Fritz have formed a new wealth management technology and marketing firm, named F2 Strategy.

Based in Silicon Valley, F2 Strategy will offer boutique consulting services globally to support existing technology teams and marketing departments within the wealth management, family office, RIA and wealth manager space.

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Doug Fritz will assume the role of CEO of F2 Strategy, while Liz Fritz will become its chief marketing officer.

Doug Fritz has more than two decades of experience in the wealth management industry. He previously served senior vice president and chief technology officer at Wells Fargo and First Republic.

Liz Fritz has experience of over a decade leading marketing efforts for the HNW and UHNW segments at Bank of the West Wealth Management, Wells Fargo Abbot Downing and Ascent Private Capital Management of U.S. Bank.

Doug Fritz commented: “I wish I had had a service like F2 Strategy when I was a chief technology officer to help me bridge the gap between emerging client needs and the current lack of a digital wealth experience.

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“None of the large consulting firms had the experience of delivering modern innovation from within a large financial services organization. Most of my lessons were learned the hard way.  I decided to start F2 Strategy to save others from going through the same trial and errors as I did.”