F2 Strategy
F2 Strategy is a US wealth and asset management consultancy providing technology strategy, implementation, managed services and marketing support to RIAs, banks, family offices, broker-dealers, asset managers and asset servicers.
- Company typePrivate
- Founded2016
- HeadquartersSan Francisco, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What F2 Strategy does
F2 Strategy is a US wealth and asset management consulting firm founded in 2016 by Doug and Liz Fritz, originally in Silicon Valley and now headquartered in Chicago, Illinois. The firm delivers technology strategy, implementation, marketing services and managed services to a broad set of financial services clients including RIAs, bank and trust companies, family offices, broker-dealers, PE firms, fintechs, institutional investors, traditional and alternative asset managers, and asset servicers. Its core offerings span current-state technology assessments and roadmap design, vendor selection and system implementation, compliance and cybersecurity support, M&A technology diligence and integration, change management, plus a recurring Outsourced CTO (OCTO) managed service and a separate marketing practice covering digital marketing, branding, content and advisor onboarding.
The firm's underlying technology is a cloud-based consulting and managed services platform that pairs a global delivery network of more than 3,600 consultants with proprietary AI and data architecture assets: a modern data lakehouse using a medallion (Bronze/Silver/Gold) approach, vector knowledge bases, knowledge graphs for agentic AI, RAG-enabled retrieval and MCP-connected agents tailored to wealth and asset management use cases. F2 monetizes primarily through professional services engagements priced on a quote basis, with enterprise multi-year contracts and a growing managed services layer (OCTO, middle/back office operations, process and risk governance) that introduces recurring revenue. Since a June 2023 majority investment from Renovus Capital Partners, F2 has pursued an aggressive buy-and-build strategy, completing six acquisitions including Oakbrook Solutions, SKY Marketing Consultants, Aliter Investment Services, HBMJ Consulting and Meradia, and growing the combined organization to over 200 professionals serving clients across the wealth and asset management ecosystem.
F2 Strategy firmographics
Firmographics- Name
- F2 Strategy
- Legal name
- F2 Strategy LLC
- Website
- https://f2strategy.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- F2 Strategy is a US wealth and asset management consultancy providing technology strategy, implementation, managed services and marketing support to RIAs, banks, family offices, broker-dealers, asset managers and asset servicers.
- Ownership category
- akta.pro rank
F2 Strategy industry classification
Industry- Product category
- Wealth and Asset Management Consulting
- NAICS
- Marketing Consulting Services (541613)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Corporate Finance & Capital Advisory (BPAHADAB)
- akta.pro secondary industry
- Corporate Finance Advisory (Strategic Finance, Capital Structure & Recaps) (FSAEAGAE)
Keywords
Where F2 Strategy is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
F2 Strategy business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Technology Consulting Services: Professional consulting services for technology strategy, implementation, and managed services for wealth and asset management firms. Engagement models include project-based work, ongoing managed services, and fractional/outsourced CTO offerings.
- Marketing Services: Marketing strategy, content creation, digital marketing, branding and creative services for financial services firms. Includes client marketing, digital campaigns, strategic services, advisor onboarding packages, and branding solutions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Enterprise consulting engagement |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
F2 Strategy product offering
Product offeringCore offering
F2 Strategy is a wealth and asset management consulting firm that advises Registered Investment Advisors, banks, trust companies, family offices, broker-dealers, and asset managers on technology strategy and implementation, marketing services, managed services, and delivery of digital transformation programs. Core services span technology strategy and implementation, compliance support, M&A advisory, change management, client and digital marketing, branding, outsourced CTO (OCTO), middle and back office operations support, and process and risk governance, executed through a global consultant network of more than 3,600 professionals.
Product overview
F2 Strategy is a wealth and asset management consulting firm that provides an integrated platform combining technology strategy, implementation, and marketing services. The core offerings include Technology Services (strategy, implementation, compliance, M&A, change management, and research), Marketing Services (client marketing, digital marketing, branding, and strategic services), and Managed Services (outsourced CTO, middle/back office operations, and process governance). The company has grown through strategic acquisitions including Oakbrook Solutions (2023), SKY Marketing Consultants (2024), Aliter Investment Services (2025), HBMJ Consulting (2025), and Meradia (2026), expanding its capabilities across investment management operations, technology consulting, and marketing. F2 Strategy's combined organization now has over 200 professionals serving clients across the wealth and asset management ecosystem.
Differentiator
Problem solved
Functional benefit
Brands
- HBMJ Consulting: An F2 Strategy company specializing in hedge fund operations, data management, system implementation, data transformation, and workflow automation for alternative asset managers.
Products and services
- Technology Services Strategic and implementation consulting covering technology strategy, technology implementation, process and risk management design, compliance support, M&A strategy, change management, project execution, talent solutions, and research for wealth and asset management firms.
- Marketing Services Marketing strategy and execution services including client marketing and messaging, digital marketing, strategic services, advisor onboarding packages, and branding and logos for wealth and asset management firms.
- Managed Services Ongoing operational support including partner-driven middle and back office operations and process and risk governance for wealth and asset management firms.
- Outsourced CTO (OCTO) A fully customizable technology implementation solution providing C-level oversight, management, and implementation for high-growth wealth and asset management organizations through access to F2 Strategy's entire bench of expertise at a fraction of in-house hiring costs.
- Implementation and Delivery Services Project execution and delivery services for technology implementations, leveraging a global network of 3,600+ consultants to deliver strategy results on time and on budget for wealth and asset management clients.
Quantifiable outcome
- 74% of wealth management firms now using AI, up from 51% in 2023 - based on F2 Strategy survey of firms representing $2.1 trillion in assets
- +4 more outcomes
Companies that use F2 Strategy
Customer profileNamed customers7 records
Segments10 records
Ideal customer profiles6 records
F2 Strategy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability9 records
Feature4 records
F2 Strategy partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and major.
- MeradiacoreF2 Strategy acquired Meradia, a North American consulting firm founded in 1997 specializing in investment management operations and technology. This was F2's sixth and largest acquisition since the 2023 Renovus investment, creating a combined organization of over 200 professionals serving clients across the investment management ecosystem.
- HBMJ ConsultingmajorF2 Strategy acquired HBMJ Consulting, a New York firm specializing in operational scalability, data intelligence, and technology services for financial institutions, with particular expertise in hedge fund operations and data management.
- Aliter Investment ServicesmajorF2 Strategy acquired Aliter Investment Services, a Boston-based firm specializing in operations and technology transformation for investment managers and asset servicing providers. The acquisition expanded F2's asset servicing capabilities and strategic consulting offerings.
- SKY Marketing ConsultantscoreF2 Strategy acquired SKY Marketing Consultants as of February 1, 2024. The acquisition enhanced F2's wealth management services by integrating technology and marketing solutions. SKY brought expertise in marketing strategy and execution for financial services firms.
- Oakbrook SolutionscoreF2 Strategy acquired Oakbrook Solutions, a fintech consulting firm, with private equity backing from Renovus Capital. The combined firm had over 100 employees and a client base managing $2.5 trillion in assets. Oakbrook brought consulting expertise in fintech and financial technology implementation.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
F2 Strategy competitors and assessment
Company assessmentDirect peers
- Capco: Capco is a global financial services management and technology consultancy with deep wealth and asset management coverage. It is directly comparable to F2 Strategy on consulting focus, financial-services specialization, and combined strategy-plus-implementation delivery.
- Slalom: Slalom is a technology and business strategy consultancy with a strong financial services practice covering wealth and asset management. It compares closely to F2 on mid-market enterprise consulting motion, technology implementation emphasis, and industry-vertical focus.
- Thoughtworks: Thoughtworks is a global technology consultancy with deep financial services expertise and AI/data capabilities. It is comparable to F2 Strategy on technology-led consulting to financial services firms and the role of data/AI modernization in client engagements.
- Meradia (pre-F2 acquisition): Meradia is a North American investment management operations and technology consulting firm — F2 Strategy's largest acquisition to date. As a near-clone advisory and technology consultancy serving buy-side investment managers, it serves as the closest comparable for F2's investment-management operations practice.
Broad incumbents
- West Monroe Partners: West Monroe is a mid-market-focused consulting firm with a substantial financial services practice including wealth management. It is comparable to F2 Strategy on segment focus (mid-market enterprises), technology consulting depth, and combined advisory-plus-execution model.
- Publicis Sapient: Publicis Sapient is a digital transformation consultancy with a financial services vertical serving wealth and asset managers. It compares to F2 Strategy on end-to-end digital transformation engagements in wealth management, including data, platforms, and customer experience work.
- Accenture: Accenture is the largest global consultancy with a deep wealth and asset management practice spanning strategy, technology, and operations. It overlaps with F2 Strategy at the high end of the wealth/asset management consulting market, though it serves a much broader client base.
- Deloitte Consulting: Deloitte has a wealth management advisory practice (including Casey Quirk) addressing strategy, technology, and operations. It is comparable to F2 as a larger-scale consulting incumbent serving many of the same institutional wealth, asset management, and bank clients.
- KPMG Advisory: KPMG provides advisory, tax, and consulting services to financial services firms including wealth and asset managers. It is comparable to F2 on financial-services vertical specialization, technology and operations transformation work, and enterprise client relationships.
Emerging players
- Alpha FMC: Alpha FMC is a specialist financial services consultancy focused on asset management, wealth, and insurance clients. It is comparable to F2 Strategy as a niche-focused financial services consultancy, though Alpha FMC has a heavier operational consulting focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
F2 Strategy social profiles
Digital presenceF2 Strategy financial estimates
Financial estimateRevenue estimate
Valuation estimate
F2 Strategy leadership team
Management profileNumber of profiles
Profiles7 records
F2 Strategy subsidiaries and ownership
Company hierarchySubsidiaries5 records
F2 Strategy funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
F2 Strategy M&A and investment
M&A and investmentM&A8 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about F2 Strategy
What does F2 Strategy do?
F2 Strategy is a wealth and asset management consulting firm that advises Registered Investment Advisors, banks, trust companies, family offices, broker-dealers, and asset managers on technology strategy and implementation, marketing services, managed services, and delivery of digital transformation programs. Core services span technology strategy and implementation, compliance support, M&A advisory, change management, client and digital marketing, branding, outsourced CTO (OCTO), middle and back office operations support, and process and risk governance, executed through a global consultant network of more than 3,600 professionals.
Is F2 Strategy a public or private company?
F2 Strategy is a private company. It is classified as private equity controlled and is currently operating.
When was F2 Strategy founded?
F2 Strategy was founded in 2016. It employs 101 to 250 people.
Where is F2 Strategy based?
F2 Strategy is headquartered in San Francisco, United States, in the North America region.
How does F2 Strategy make money?
Two revenue lines are on record. Technology Consulting Services are the primary driver. The others are marketing Services.
Who are F2 Strategy's main competitors?
Direct peers on record are Capco, Slalom, Thoughtworks and Meradia (pre-F2 acquisition). Broad incumbents are West Monroe Partners, Publicis Sapient, Accenture, Deloitte Consulting and KPMG Advisory. Alpha FMC is listed as an emerging player.
Does F2 Strategy have an API?
No public API is recorded for F2 Strategy.
What industry is F2 Strategy in?
F2 Strategy's product category is Wealth and Asset Management Consulting. Its primary akta.pro industry code is BPAHADAB, Corporate Finance & Capital Advisory, with a secondary code of FSAEAGAE, Corporate Finance Advisory (Strategic Finance, Capital Structure & Recaps). Its NAICS code is 541613 and its SIC code is 8742.