Liz Fritz is a tenured marketing executive and Co-Founder of F2 Strategy, the largest pure-play wealthtech and marketing consulting firm in North America. As a former corporate executive, she offers unique expertise in entrepreneurial growth and M&A by translating in-house commercial knowledge into enterprise value through strategic marketing, brand strategy, and culture development. Liz led F2's rapid rise from startup to multi-million-dollar enterprise and successful private equity-backed exit.

She brings deep expertise in commercial strategy, brand positioning, and driving value through operational efficiency and scalable growth. Liz has held leadership roles at global institutions including BNP Paribas, U.S. Bank, and Wells Fargo, overseeing integrated marketing and business development strategies. Her background includes advising the largest RIAs, wealth management firms, and family offices across North America, focusing on building operationally sound, high-performing teams and go-to-market strategies that scale.

Recognized industry-wide as a growth accelerator, Liz understands the unique challenges high-growth firms face in today's evolving wealth management ecosystem. She is passionate about building brands that lead with purpose and drive measurable results. Her expertise is especially valuable to wealth management and fintech firms seeking to expand market share, enhance client experience, and strengthen long-term enterprise value.