Liz Fritz is a tenured marketing executive, growth accelerator and co-founder of F2 Strategy, the largest pure-play wealthtech consulting firm in the U.S. As a former corporate marketer, Liz offers unique expertise in the entrepreneurial and M&A space through her experience successfully translating her 20+ years of leading marketing & communications teams at global financial services institutions into growing F2’s enterprise value and completing a successful exit through strategic marketing, brand strategy and culture development. Liz is a frequent speaker at industry events and vocal advocate for supporting and lifting women in the space. She recently moved from Santa Cruz, CA to Wilmette, IL with her husband (and co-founder!), Doug, and two young sons. When not building highly efficient brands, speaking about growth marketing or driving her boys to all their activities, you’ll find her learning new tricks on the paddle court.