105: Liz Fritz, Co-Founder of F2 Strategy, a Boutique Tech Consultancy on Leading with Authenticity in the Wealth Space While Building a Thriving Family

Picture this: You’ve got a big job in finance, two tiny humans at home, and a brutal 90-minute commute. Then one day, you trade it all in to start a business with your husband.

That’s exactly what Liz Fritz did.

In this Episode, she joins Stacy Havener to chat about: 

• Taking the leap from corporate to co-founder (with two babies in tow)
• What it’s actually like building a company with your spouse 
• Why staying in your lane is the secret to growing fast without burning out
• How story and authenticity help you stand out in the wealth management world
• The future of AI in finance 
• Owning her voice in a male-dominated industry (and the resource that helped her do it)

More about Liz:
Liz Fritz is the Co-Founder and legacy CMO of F2 Strategy, the largest pure-play wealthtech consultancy in the U.S. With nearly 20 years of experience leading marketing for HNW and UHNW brands like Wells Fargo, U.S. Bank, and BNP Paribas, Liz knows how to turn strategy into real business growth—especially in the entrepreneurial and M&A space. She's a frequent industry speaker, a fierce advocate for women in wealthtech, and a champion of workplace well-being. Liz lives just outside Chicago with her husband (and F2 co-founder) Doug, their two boys, and one very lovable Labradoodle.

Resources Mentioned in This Episode: 

The Hard Thing About Hard Things 

The Confidence Code: The Science and Art of Self-Assurance---What Women Should Know 

Blue Mind

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