About this episode

Matt Ackermann discusses brand authenticity in wealth management with Liz Fritz, co-founder of F2 Strategy.

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…

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