F2 Strategy

F2 Strategy is a consulting and managed-services firm that works with broker-dealers, RIAs, family offices, asset managers, and bank and trust companies on technology, operations and marketing. Its staff help firms choose, implement and run the systems they buy.

Its work covers picking technology vendors, designing operating models and processes, data strategy and governance, AI planning and implementation, investment accounting and performance operations, and technology due diligence and post-deal integration for mergers. Its Outsourced CTO program gives growing RIAs part-time senior technology leadership and implementation staff. Managed services place F2 staff inside a client's middle- and back-office operations and maintain procedure documentation and controls. A marketing team provides brand, website, content and social media work for advisory firms.

Doug and Liz Fritz founded F2 Strategy in Silicon Valley in 2016. In 2023 it took investment from Renovus Capital, bought Oakbrook Solutions and moved its headquarters to Chicago. Later acquisitions include SKY Marketing Consultants and MD Solutions in 2024, HBMJ Consulting and Aliter Investment Services in 2025, and, in 2026, Meradia, Intelligo Partners in Canada and Callaway Cloud Consulting.