The Intersection of Tech & Trust with Liz Fritz of F2 Strategy [Episode 64]
How do you create true brand authenticity in wealth management?
Matt Ackermann of Integrated Partners sits down with Liz Frtiz, the co-founder of F2 Strategy, at the Future Proof Conference to discuss the critical intersection of technology, marketing, and branding.
Liz shares her experience co-founding F2 Strategy nearly a decade ago, noting that the firm is the largest pure-play wealth management tech consultancy, focused on helping firms build and execute their technology roadmaps.
Key Insights:
- The Tech-Marketing Connection: Liz highlights that F2’s approach to technology strategy mirrors good marketing: both require firms to define their vision, target market, differentiators, and values. This process helps clients build a digital experience that stands out.
- The Marketer as Translator: Liz sees her role as a “translator,” taking the complex technical language of wealth firms and vendors and translating it into messaging that resonates with the end-client user, focusing on how the tech solves problems and improves their lives.
- The Power of an Authentic Brand: Building a strong brand requires authenticity. While channels like video and podcasts are popular, Liz advises advisors to identify their authentic self and be confident in the communication medium that feels most natural.
- Culture as Authenticity: She emphasizes that a true unique culture is built on authenticity, which leaders must encourage and model internally. Starting with small, honest admissions makes it a safe space for others to be their true self, which is less exhausting than “playing a character.”
- AI and Human Connection: Liz believes technology and marketing are now inseparable. She sees AI not as a replacement, but as a tool to deepen human connection. By handling operational tasks, AI creates the most valuable resource—time—allowing advisors to engage in “more humanness,” such as proactive client conversations and personal outreach.
- Standing Out in the AI Era: As AI-generated content becomes “table stakes” and generic, the authentic, “in-color” outliers, specifically the people who dare to be themselves and offer unique perspectives, will be easier to spot and will naturally attract attention and trust.
Content in this material is for general information only and not intended to provide specific advice or recommendations for any individual. All performance referenced is historical and is no guarantee of future results. Securities offered through LPL Financial, Member FINRA/SIPC. Investment advice offered through Integrated Partners, a registered investment advisor and separate entity from LPL Financial.
Liz Fritz is the Co-Founder of F2 Strategy and is a separate entity and not affiliated with Integrated Partners and LPL Financial.
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