Episode 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
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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
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TRANSCRIPT
Below is an AI-generated transcript and therefore it may contain errors.
[00:00:00] Stacy Havener: I have a soft spot for female founders in finance. Of course I do, but a fellow founder who is also building a consultancy with her husband. I mean, let's go meet Liz Fritz, co-founder of F two Strategy, a boutique consultancy that supports technology teams within the Wealth Management Family office and RIA space.
[00:00:24] Stacy Havener: Prior to making the founder Leap, Liz had senior level marketing and communication roles at big firms like Wells Fargo, US Bank, BNP, Paraba. So what made her jump to entrepreneurship? What's worked well? What lessons has she learned on her journey and how is it building a business and a life with her husband?
[00:00:46] Stacy Havener: We deep dive, compare notes, and celebrate authenticity in this conversation. Without further ado. Let's dive in. Meet my friend Liz. Hey, my name is Stacey [00:01:00] Haner. I'm obsessed with startups, stories, and sales. Storytelling has fueled my success as a female founder in the Toughest Boys Club, wall Street. I've raised over 8 billion that has led to 30 billion in follow on assets for investment boutiques, you could say against the odds.
[00:01:18] Stacy Havener: Yeah, understatement. I share stories of the people behind the portfolios while teaching you how to use story to shape outcomes. It's real talk here, money, authenticity, growth, setbacks, sales and marketing are all topics we discuss. Think of this as the capital raising class you wish you had in college mixed with happy hour.
[00:01:43] Stacy Havener: Pull up a seat, grab your notebook, and get ready to be inspired and challenged while you learn. This is the Billion dollar Backstory podcast.
[00:01:57] Stacy Havener: Liz, thank you so much for being here. And I'm [00:02:00] laughing because seriously, we could have stayed in the green room chatting for like the entire session and I think you just realized like we should probably start recording. Yeah. So thank you. It's an honor to have you here. We're gonna start with your story, my friend, because you are sitting here as a female founder in finance, and I wanna know.
[00:02:20] Stacy Havener: How did that happen? Did you always know growing up that you wanted to be in finance? Definitely not. I grew
[00:02:27] Liz Fritz: up wanting to be a veterinarian. I think a lot of little girls did. I feel like that's very cliche, very unoriginal. Um, no, I was just joking. I was like, we could go way, way back. So I grew up, I love animals.
[00:02:40] Liz Fritz: I wanted to be a veterinarian, but I was always surrounded by entrepreneurs. My grandfather and my dad were both business founders and owners. And so it wasn't a foreign concept to me, but I. Never. Not in a million. If you ask like 11-year-old Liz, if I was gonna be in finance or own my own business, I would just look at you blankly and be like, no, I'm gonna be in a horse [00:03:00] farm just riding horses and taking care of
[00:03:01] Stacy Havener: horses.
[00:03:02] Stacy Havener: Yeah. Which is true for so many of us, right? Like it, it's very rare that someone says, oh no, I had a perfectly linear path and I followed it to a T. So how did you get from veterinarian to finance? How did it happen?
[00:03:15] Liz Fritz: I feel like my, like career trajectory is like a lot of curly cues and, and hard right turns and, well, so to totally preface this, I grew up, and we'll touch on this I think later 'cause I'll bring it up because I have a particular passion around just elevating women.
[00:03:30] Liz Fritz: That's been a one consistent thread of my life. But I grew up going to all girls schools and so, um, very competitive, quantitative stem driven all girls schools. And I have still my closest best six. Girlfriends. We all have kids now, but we, it's like the sisterhood that I grew up with early on, and so that I bring that up only because I ended up in an industry that my career primarily has been, I'm the minority in the room.
[00:03:56] Liz Fritz: It's a male dominated industry, and so that's kind of been a [00:04:00] common thread. But growing up, I absolutely love writing. I absolutely love reading. I absolutely love. A lot of creative art and sculpture and things like that, but I have a math brain and so I went into college veterinary science thinking that's what I was gonna do, and realized fairly quickly that it wasn't for me.
[00:04:20] Liz Fritz: And the reason why I'll, we could have go down a total tangent in this was when you love animals, being a veterinarian is, they don't really like you back. Emotional job for me in a sense of seeing in my eyes what kind of all things great and small or whatever that TV show was. You see a lot of abuse cases, you see a lot of malnourishment, you see a lot of things that were really hard for me emotionally.
[00:04:44] Liz Fritz: And so I decided flat out I was not gonna get a paid, my parents weren't paying for me to go to vet school, so I was like, you know what, I'm gonna take a tangent, I'm gonna take a break here. And I grew up in the Bay Area. We all moved to San Francisco after college, get an apartment and just [00:05:00] kind of have fun and see what I wanted to do before I went off to school again.
[00:05:03] Liz Fritz: And so I, I literally went to the uc Davis. I went to uc, Davis job board and San Francisco. And I found the three highest paying jobs I could, I think it was $32,000 a year or something, which was a lot to me. And I could afford to share an, you know, living room apartment with two of my girlfriends. And I went and interviewed and I landed a job at Wells Fargo Wealth Management.
[00:05:25] Liz Fritz: I was like, as an executive assistant. I'm like, alright, okay, that's cool. Yeah. So I entered there and lo and behold, I found this firm, which is an incredible firm to work with. But I came in and I was the executive assistant for the head of wealth management marketing. For Wells Fargo. And so he was absolutely wonderful.
[00:05:45] Liz Fritz: His name is Martins Gay. He is still one of my dear mentors today, but he said to me, I remember, he goes, Liz, if you can keep me organized, I'll expose you to whatever you want. Like he could tell off the bat, I was smart, I was ambitious, I wanted to learn. And so, I mean, [00:06:00] darn right, I got his calendar. I mean, he was one of those every 30 minutes in a different place.
[00:06:04] Liz Fritz: You know, calendar down and I really started to stretch into marketing, communications, pr. I learned that I loved working with people. I evolved into working as a wealth advisor in the private bank, in the family wealth group now that I think it's called something of it Downing now. Mm-hmm. And so I kind of grew and am morphed in this company that really took great care of me, encouraged me to learn, and I found this bridge between.
[00:06:32] Liz Fritz: I love the creative, I love writing. I love the PR element, the brand colors, all that type of thing. And then finance became really embedded in me because I'm like, you know what? I have so many friends that are involved in these mission-driven kind of from all girls schools. A lot of women go into very clearly mission-driven industries.
[00:06:52] Liz Fritz: I have a lot of friends that are doctors. I have a lot of friends that lead nonprofits. I have a lot of friends, even lawyers. It's very educators. Those are [00:07:00] very clearly mission-driven industries. Right. So, which is a passion of nine because communicator I. What is more noble and more important than your physical health and your financial health for any family.
[00:07:14] Liz Fritz: And so I really found this place where I got to use my creative arm, but then that analytical science brain, which I've always had and flexed, and did a lot of calculus and things in college, it kind of merged together into this really cool mission driven space that I found that needed female voices and needed more of that.
[00:07:33] Liz Fritz: It's like I stuck, I stayed here. Yeah.
[00:07:36] Stacy Havener: Oh, I love that. I stuck. I stayed. And so you did. You did stick. I did. You did stay. I did did. And eventually you said, you know what? Like I'm gonna start a company. And so now it goes from, you're in finance, you're doing the things. You realize you bring something super valuable and different to the table.
[00:07:53] Stacy Havener: What was the sort of catalyst to say, let's start a business?
[00:07:59] Liz Fritz: I should have a little [00:08:00] picture of my boys. So our boys are 10 and 12 now, but they were six months and a year and a half. Teeny, tiny little, little guys. And um, honestly, this was 2016, we found it 20 15, 20 16. We founded FT Strategy and we were living, if you know, San Francisco, we were living in Mill Valley, which was kind of the first.
[00:08:19] Liz Fritz: Suburb over the Golden Gate Bridge that had a good school system. So it was like young families kind of hopped their way out of the city. And Doug and I were in this grind of, um, we both worked in the financial district, so we would drop the boys off, you know, the door opened at daycare and preschool. We dropped them off and then what we were always calling and screeching in late that we were gonna be there at pickup.
[00:08:38] Liz Fritz: And it was just this corporate grind that was really, really draining. I think I called it like the corporate, like the soul. Sucking slog, like sitting in the car for 90 minutes each way. Your kids are away from you. And I mean, before COVID, I never knew there was a different way of, of working. Right? When my dad started a business, there was no internet like it was a long time [00:09:00] ago.
[00:09:00] Liz Fritz: And so I didn't realize that you could work a different way. And so the reality is is Doug made the jump. So he was a CTO at First Republic and he was. There are so many people that need my expertise and there's nobody that his peers today at the time. Can you help us? Like Yeah. He had kind of transitioned this.
[00:09:25] Liz Fritz: The first Republic was this amazing in-person experience of warm cookies. They took care of you, a really cool company, and translated that into a digital experience, and he saw the need for that. And so he actually jumped shipped first. Okay. And he started F two strategy. He called it F two strategy because you'll laugh because he's like, you're gonna join.
[00:09:46] Liz Fritz: I knew I was gonna join, but I didn't. When I think I was more concerned, I. I'm gonna have the steady paycheck, I'm gonna have the benefits, you know, and that was probably like early Q1 of that year. And then [00:10:00] I saw him working with some of the most incredible firms. He was lit up working way more than a nine to five, right?
[00:10:07] Liz Fritz: Like probably 23 hours a day. But he was able to walk the boys to school, pick them up from school, take them to the park work, you know, after the boys went to sleep. It was just this kind of beautiful fluid life that I never knew. Could be possible. And so within like four months, I put in my notice and I left and I joined.
[00:10:25] Liz Fritz: Wow.
[00:10:26] Stacy Havener: So I love this story and as somebody who works with my husband, I relate to it on many levels. The fact that you did this when you had two young boys, what a leap of faith. Yourselves. Mm-hmm. As entrepreneurs. And so I have to ask, because I get this question all the time, and we were chatting about it in the green room.
[00:10:49] Stacy Havener: So many people say to me, I could never work with my husband. Like, I could never work with my sister. I get it once a week. Yeah, once a week. Yeah. And so I'm curious how you answer that. Like [00:11:00]what's your secret to making that work?
[00:11:02] Liz Fritz: Oh, I mean, a lot of times. I think I've mentioned this to you before, but um, I get it at least once a week.
[00:11:07] Liz Fritz: Doug's like, I never get asked that question. So that's a, that's a discussion for another day. Um, my first response is a lot of the folks that tell me that have a spouse and have kids, and I'm like, you do work with them every day, by the way, that's just a different type of running, you know, you're running a household in a lot of ways.
[00:11:25] Liz Fritz: I find that more challenging, but what I'll say with, with Doug and I. We started out with, and you probably resonate with this, is you, in order to start a business, to start anything new, it's scary and you need in your partner, whether it's a spouse or a business partner, the fundamental thing you need is trust.
[00:11:41] Liz Fritz: Mm-hmm. You need to trust that the other person is going to be there when things are rough or is going to lean in when you need help. When you need a break, they need to lean in. You need to be each other's balance. And so husband and wife, I mean, what is more of a trusting relationship than that? So had that fundamentally.
[00:11:58] Liz Fritz: The second thing we [00:12:00] had is, I forgot to mention, Doug and I met at Wells Fargo. He was in a different part of the company doing technology stuff, and I was in the marketing company, which is 40,000 people. So the only way that we met is we met on a company volleyball team. So a lot of cities have these like.
[00:12:16] Liz Fritz: Young people, volleyball or you know, kickball, softball, whatever. Yeah. We met, which if you meet me in person, I'm only five two, which is hilarious that I was on a volleyball team. But I met him on the volleyball team and we called it high net worth, which I think is really funny. I claim I named it. He thinks he did it, but it was definitely me.
[00:12:32] Liz Fritz: But we, we had gone through the corporate grind, Stacy, of like. We knew what our strengths were. We knew what our lanes were, and so because our roles are so different, he is a technologist. His background is former CTO. He knows all the vendors, the tools, integrations. I joke, I'm the least techie person at F two.
[00:12:50] Liz Fritz: Yeah. My expertise is always on marketing, brand and sales, and so we just. Trusted, found our lanes and ran. And the beauty was that [00:13:00] our network was the same. And so everybody already knew us because we were in a smaller niche market. And so I think trust. And then the last thing was families run businesses.
[00:13:09] Liz Fritz: It's not that uncommon if you actually start to look at people running businesses, mom and pop shops, farms being run, you know? So. I like that question. It's
[00:13:19] Stacy Havener: having a renaissance. That's the story. Maybe we're gonna tell ourselves we are, you know, I absolutely agree with you. Like knowing your lane and sort of leaning into your unique ability, which oftentimes, as you said, in a relationship, marriage partnership.
[00:13:35] Stacy Havener: You have complimentary skill sets, and I think that's what makes it work, right? Yep. This is what I'm good at. This is what you're good at. We compliment each other. Let's go. And also knowing what you're not good at. Yeah. Right.
[00:13:47] Liz Fritz: And asking for help to fill that gap. And so I think as a good leader in general, you wanna surround yourself with people that are.
[00:13:54] Liz Fritz: Not like you in the sense of they compliment your gaps and we happen to have this perfect marriage of [00:14:00] gaps filling.
[00:14:01] Stacy Havener: I love it. This is so great. But before we go, I wanna just pause. So for people who don't know F two, 'cause your firm has evolved as well. Yes. So like kind of tell us what you're doing.
[00:14:14] Stacy Havener: You've made an acquisition, I think you've had an investor come in and kind of help you. So like talk about the firm. It started to do. Tech, right? Because Doug kind of wanted to do this outsourced CTO. What are you doing now?
[00:14:28] Liz Fritz: So we have really grown, and so to really go back and then I'll jump forward so quickly is um, we were living in Mill Valley.
[00:14:35] Liz Fritz: We sold our house. I had just finished a kitchen reno, Stacy, and I was like eight months pregnant. And then we sold our house when we decided to start F two strategy and use the equity from our sale to invest in F two. We had never taken loan. We've never, and we just a year ago. Spot a home again. And so it's been almost 10 years of living in rentals [00:15:00] and investing in that.
[00:15:01] Liz Fritz: And so we've always grown slowly and organically, very intentionally. We had our personal seed funding from day one and really focused on quality over quantity of clients. I joke, I never built a lead gen or sales machine at all at F two because we like, please don't come. Please. Um, so we really built a company based on credentials.
[00:15:26] Liz Fritz: Yeah, so it's like Doug was literally a peer of our clients and they were clients in the mid-market space, which is a, a space that we are really, really passionate about. These firms I think, are so important. They're doing really cool, innovative things, and so we wanted to lean into that and so we were happy there.
[00:15:42] Liz Fritz: I mean, I would say 2016 to 2020 we're just like living a dream. We had a couple employees, phenomenal clients, doing great work. Then the world stops and COVID hits and we're like, okay, we have no idea what's gonna happen. We're like, let's just hang out and see, continue to do the [00:16:00] work that we're doing.
[00:16:00] Liz Fritz: And like, spoiler alert, we all know that one of the silver lining is a really injected digital and innovation into our industry, which was needed. And so Doug and I sat down and looked at each other and we're like, we have a choice. You know, we can still continue to grow. Slowly and like every couple new clients, we can hire a couple new people and that's fine.
[00:16:23] Liz Fritz: Or do we look at on a partner to. No surprise, like we ended up finding private equity partner, Renova Capital Partners to come in and help us scale because we saw the demand there and we were so passionate about being able to help more of our friends and their colleagues Yeah, do great work and really build modern advisory firms to grow and scale with the needs of their investors.
[00:16:51] Liz Fritz: And so we knew that we needed somebody to come in and help us add jet fuel to that timeline. We found an incredible partner and also as [00:17:00] founders, founders that are listening. You start a business and you're an expert in your space. I'm not an expert, CFO, I'm not an expert like COO, like we needed to hire.
[00:17:11] Liz Fritz: And so again, it's that like know your strengths, know your weaknesses, if we were gonna grow, those are not things that Doug and I are experts in. We wanted to bring in people that really were professionals in their craft. And so we were able to beef out our executive team and our leadership team around us, all the way down to our consultants of like really top quality people.
[00:17:30] Liz Fritz: Invest in growth versus before we didn't have.
[00:17:37] Liz Fritz: That was two years ago. I'll have to, it seems a blur since then. But since then, we've gotten through both a focus on organic and inorganic growth. And so we have a very clear vision of being able to serve that middle market. But that model and scale expertise, which I think we can chat about in a little bit, is it's not something that had been done before and kind of stretch our arms across more.
[00:17:59] Liz Fritz: [00:18:00] Elements of our industry, everything from the single family offices all the way up to the large bank trust firms. And so it's been very intentional. So our, any acquisition or any new hire is filling a gap in this very strategic growth to continue to deliver the same value from day one, but across multiple channels and also.
[00:18:19] Liz Fritz: Expanding into that go to market with marketing. So some of the MarTech, which still folds under technology, it's not like brochures and things. It's like actually once you have a good CRM and your data lakes in place, like go to market, like acquire advisor teams recruit. New employees like show off, like go to market with that.
[00:18:39] Liz Fritz: And so that's been really fun from me, just from a marketing perspective, being able to help clients because they should show off. Some of these firms are doing incredible things. Go bring advisors to you that wanna exp tell somebody. Exactly. Tell
[00:18:54] Stacy Havener: somebody. I love that. So you're helping them with tech.
[00:18:58] Stacy Havener: Sort of the back [00:19:00] office stuff, the backstage elements and getting efficient there, but also now the front stage elements of growth and percent love it. Amazing.
[00:19:11] Liz Fritz: So it's the analogy that people use a lot is we've all. Live in a house or an apartment and it's like there's pipes and there's wires and there's switches and all sorts of things.
[00:19:20] Liz Fritz: It's not the sexiest stuff. Yeah, like new windows, new pipes. But all of that is kind of all the data and the technology behind the scenes under the hood, the operational workflows. Once that all is in place. You can put your house on the market, you can invite people over for a party. You know, you can do a lot of things, but if your electricity doesn't work, it's not gonna be a great party
[00:19:41] Stacy Havener: unless it's gonna be by candlelight.
[00:19:43] Stacy Havener: So, okay, that true? Yeah. But point being like you gotta get the foundational elements in place. First, yes. Before you can have the party, before you can have the people over, and then you can get all of the decor and the design and the candles if you want, whatever. Yep, [00:20:00] yep. But you're kind of working the whole spectrum of that now.
[00:20:04] Stacy Havener: Exactly. And for, and just one more clarity and then we'll move on, but is it just for wealth tech firms? Because you mentioned single family offices, so like who, who do you serve? We
[00:20:13] Liz Fritz: serve wealth management firms, so the wealth management firms and bank trust firms. And so our client is the investment firm.
[00:20:22] Liz Fritz: Okay? We advise on wealth technology and vendors. Those are not our clients, but we're a fiduciary kind of guide between. Our client who could be anything from a single family office all the way up to a large bank, trust, everything in between. Our job is to know every technology in the ecosystem, how they interact together.
[00:20:44] Liz Fritz: Mm-hmm. Provide a real strategic. Roadmap for where you are today to where you wanna go and what tools actually make sense and work together to get you there. The really fun thing that I geek out about is that [00:21:00] we're a firm believer, and don't do tech for tech's sake, like be very intentional, but know yourself before you choose technology.
[00:21:08] Liz Fritz: Like you have to go through a lot of the marketing exercises of like. What's your value proposition? Who's your target market? And so a lot of our clients have done that work with us, and then when they're ready to start to pull some of those digital marketing levers, we already have that all ready to go.
[00:21:24] Liz Fritz: And so it's a really cool process to see.
[00:21:26] Stacy Havener: I love that, you know, random, and maybe I'm the only one that feels this way, but as I was making a video earlier today for something and I was like, why do I have 18 video different like options here. Why do I have, you know, I have Loom, I could do script, I've got Riverside, I have Zoom.
[00:21:42] Stacy Havener: Like to me, one of the challenges around tech in general is. There's so much like having somebody like you that says, okay, you don't need 18 video things. You don't need all the tools. Yep. Let's really focus on the [00:22:00] tools that you need and will use. Because I feel like so much of the tech just like you, you're like, oh, slack.
[00:22:07] Stacy Havener: I don't have Slack, but like, so I don't even know. But you're like, oh, slack, I need that. Okay. Yep. And then it's like, well, okay. Does anybody use it? Why does it integrate
[00:22:16] Liz Fritz: with something I idea and regulatory? You know, hot buzzwords like ai, like that's a big concern. Like what tools are out there is question one.
[00:22:29] Liz Fritz: What tools work for me is do I even need at that tool? And then how does it interact with my ecosystem? And then how does it layer in on the regulatory? There's a lot of questions and so we really come in as that expert of. Cuing down the noise and really giving you a strategic roadmap of like, this is what our recommendation is and why.
[00:22:50] Liz Fritz: And then we actually have the team. So MD Solutions, we recently had an announcement go out is the implementation team of that. Like a lot of times with vendors you'll get [00:23:00] a new vendor and it'll come in and you get a plugged in and then. They're just gone. And then your advisors are confused. They're not using it to the most of your advantage.
[00:23:08] Liz Fritz: And so our team actually can come in and help actually implement and make long-term success, and that's a win for both the vendor and our client.
[00:23:16] Stacy Havener: Oh, that's great. Yeah. Okay. Love this. So we need you, it's obvious our industry needs you. I wanna talk a little bit about. Our industry. When you talked about your math brain and like the science brain, that's kind of like the world we're in, isn't it?
[00:23:32] Stacy Havener: Like so much quantitative, so much tech, so many stats and like very, you know, all the numbers. All the numbers, and yet. We also know that people do business with people and that journey. I was on your website when I was prepping for our time together and I loved so many things you have. I loved the questions that you had in your bio.
[00:23:57] Stacy Havener: That was great. You had a section on story [00:24:00] and so how's that journey been for you and Doug as founders to like, yes, you wanna show that you have the chops to do the tech stuff and all the things, but how have you embraced sort of your authenticity and more of the qualitative parts?
[00:24:15] Liz Fritz: That's such a great question because day one, that really was like our number one thing is building trust with our industry and our clientele.
[00:24:23] Liz Fritz: And so we put a lot of effort into kind of credentializing who we were, even though we were fairly well known, but credentializing us early on in the birth of F two strategy. Mm-hmm. But then somebody was. Joking. They're like, well, if you see like a lawn mowing service, like they're not gonna talk about how good they're at lawn mowing.
[00:24:40] Liz Fritz: Like you just kind of assume they know what they're doing. Table
[00:24:43] Stacy Havener: stakes. You kind of need to be good at it. We kind of need
[00:24:46] Liz Fritz: to be good at it. And so in such an intimate and niche market, it's really about relationships. And so the thing that surprised me the most when we first started with F two is how important karma or paying it forward or [00:25:00] something like we always wanna do good with our network.
[00:25:02] Liz Fritz: We always wanna do good and be helpful to our clients, to our. Colleagues and, and competitors. You know, just, there's enough business for everyone, and so we're kind of like, this is who we are. We're gonna be authentic. We've credentialed our stuff. We'll continue to deliver great value, but the real power is when, Hey, Stacy, when you're meeting with somebody and you're like, F two strategy was so great, you should call them.
[00:25:27] Liz Fritz: That's how we get business. Again, I never made a sales team, and so it's. People wanna work with people. And so if there's three lawn mowing businesses that you're picking from, you're gonna pick the one that you wanna actually go deep in the trenches with. Right? Yeah. And trust and assume they all can mow lawns, mow the
[00:25:43] Stacy Havener: lawn and make my lawn look great.
[00:25:45] Stacy Havener: Yeah, yeah, yeah. That's sort of crap. So this, can we just pause here for a second because I really want people to hear this. Like every month or so, somebody pops into my comments on LinkedIn and says something like, you know, it's all about performance. If you're a fund manager, it's [00:26:00] all about performance.
[00:26:00] Stacy Havener: That's what it's, and the lawn mowing example is perfect because No, it isn't. Okay. Yeah. You need to be good at what you do. Sorry, that's sort of like, that's the ante to step to the table hundred. You're not figure that come. That is not a differentiator. To your point, that's not a differentiator that like it's just not be good at what you do.
[00:26:29] Stacy Havener: And now what?
[00:26:30] Liz Fritz: Yeah, and you look at, you know, you look at every, there's tons of RIAs out there, right? Yeah. Like if you look at their websites, they all kind of say the same thing. It's the holistic approach to the, the wheel, you know, with the folks and all the things. So it has to be that. What's that other thing?
[00:26:47] Liz Fritz: What's that person? What's that? Authenticity? What's your story? I think stories are really important. Doug and I tell our story all the time. I always am amazed where people talk numbers and reporting and like all this stuff, I'm. The [00:27:00] only thing you remember is the story. That's right. And so to me, finding your story and sharing it in mm-hmm.
[00:27:08] Liz Fritz: Authentic ways can be scary, especially in a very, like, buttoned up corporate environment and doing it in an authentic way that is appropriate for our space. But again, people wanna work with people. And so you're going to win that client. They're gonna stick with you if they trust you, they like you. And of course you gotta mow a lawn, but like, yeah, you gotta be
[00:27:26] Stacy Havener: good at it.
[00:27:26] Stacy Havener: You gotta be, you gotta be good at it. Be good at your craft. I agree with you and I love that. You know, I think sometimes it's like, oh, well that's not true in this biz, or that's not true in tech, or that, you know, yes. It's because there's people's people here and it's true everywhere. So big high five from me on story.
[00:27:46] Stacy Havener: So I wanna talk about like the hard things, right? The hard thing about hard things. The point of that book and that concept is being a founder, really any job, but especially like building a business, being a founder, it's not all [00:28:00] rainbows and unicorns. There are a lot of messy middle moments. There are a lot of things that are challenging.
[00:28:06] Stacy Havener: There are a lot of things that you have to work through. So when you look back on the journey, you've done so many amazing things that have worked. What. Didn't work. What was like the messy part that you, you made it through and you're like, here's the lesson we learned here. Because I feel like founders have this expectation when they first make the leap that it's just gonna be like this amazing, freeing, awesome experience.
[00:28:34] Stacy Havener: And it is, except there's also a lot of really tough stuff we have to do.
[00:28:39] Liz Fritz: Really tough stuff and really tough decisions. I'd say when it was just Doug and I, we were each other's sounding board. Yeah. And as we started to scale, I think the hardest, um, I love that you refer to the messy middle because it's so important and for Doug and I are people that we like our employees and our F two [00:29:00]people that we brought along with us in this journey who have joined us in this journey.
[00:29:03] Liz Fritz: It can be bumpy and it can be. Lots and lots and lots of change. And so as a kind of mothering personality, a nurturer, I wanna protect her. It can be hard to be like, and we're changing again, and we're evolving again, and it's that messy middle. And so I think the hardest part. Is just making sure that making, as we grow, people understand the why we're all pulling in the same direction and they've joined a firm, kind of enjoying the messy middle.
[00:29:34] Liz Fritz: Maybe we're all a little psychotic because we're in that messy, yeah, I think that's fair, but some people don't. I don't blame the people that don't wanna be in the messy middle, but I think especially that from like small to mid-size, yeah, that was a big jump. And so for us, our people and our clients.
[00:29:49] Liz Fritz: Who are people mattered the most to us, and that was a trigger of like, we need to bring in experts so we get this right, like we could figure it out, but a lot more people were gonna have to drag through some [00:30:00]messy middle because this is our first time scaling a small to mid-size consulting firm. We'd never done it before.
[00:30:06] Liz Fritz: And so that helped. Make that decision really clear. Yeah. But it also had to make us step back and say like, we're not the experts. I think people look at founders and they think you know what you're doing all the time. And again, you're expert in your craft, but that craft isn't. The CEO of a mid-size to large consulting firm.
[00:30:25] Liz Fritz: Right. Your craft and vetting ego a little bit to say that's not my strength, and letting other people step in to smooth to help. I wouldn't even say smooth, the rocky middle. It's like you're in that like rapids boat and you just want a good guide on the back that can keep you away from the big rocks, you know, and not have anyone fly out of the boat.
[00:30:44] Liz Fritz: We need to bring those guides in.
[00:30:47] Stacy Havener: So well said. And you know, I think there's a lot in there that I love letting go of the ego. Huge, huge admitting like you don't know everything. I think founders, we can be really good at a [00:31:00] lot of things, but there's something that we're uniquely, I. Expert at and passionate about, and that can get lost mm-hmm.
[00:31:07] Stacy Havener: In the shuffle of building
[00:31:09] Liz Fritz: and as you grow Yeah. You, your firm. I almost, we joke sometimes the FT strategy was our third child because it grows and it changes. And so what Doug and I, while we're still, we built. I always tell Doug he's lucky because he brought his co-founders a marketer and like really focuses on brand.
[00:31:28] Liz Fritz: But we really founded a clear values and missions from the get go. But it's a very, it evolves and grows and you have to let it grow. And I think some of the stumbles that I see founders make is they can't let go of that original passion or that original vision. So how do you, yeah. How do you keep your vision there, but let, it's like, let your kid grow up, right?
[00:31:51] Liz Fritz: Yeah. You become an advisor versus the driver. Right.
[00:31:56] Stacy Havener: Fascinating. And also you talked about COVID, [00:32:00] like the environment changes and the needs of the clients change. And so one of the things that's great about having a more entrepreneurial mindset and a more entrepreneurial business is like you can respond much faster than a big shop can.
[00:32:16] Stacy Havener: Yep. But that also means you're responding faster and it's not. Smooth necessarily. When you think, when you look back and you think about the early days of F two and Liz and Doug, like what advice would you give yourself? Because in a way that's the advice you would give to somebody else on the journey.
[00:32:35] Stacy Havener: Like what do you wish you knew then that you know now
[00:32:38] Liz Fritz: I'm a big planner and so I probably would've liked, in my ideal world, I would've given my earlier self because it's still me a bit more of a roadmap. It was first time entrepreneurs for both of us. I know people start multiple businesses and they kind of like understand the path.
[00:32:54] Liz Fritz: I would almost say I would give her some tips on like, it's gonna be like the curly [00:33:00] cue continues and enjoy that and almost kind of like let it go versus being. Worried or concerned, like trust the process. And then also my other thing too would be surround yourself with people that you trust that have been through it before.
[00:33:14] Liz Fritz: So I, I like to think about, and it took us a couple years to find this kind of board of directors or personal board of directors. Yeah. And they're not part of F two or anything, but it's like people you can call that you can trust that are sounding boards that have gone through building and growing businesses and scaling businesses for growth and just.
[00:33:32] Liz Fritz: Somebody that so you don't feel so kind of crazy and on your own.
[00:33:36] Stacy Havener: Oh gosh. I feel so seen in that. I remember when I went to my first, I joined Strategic Coach, I guess a little before the five year mark or so Okay. Of the business. And I remember in the first, like the first session I went to and I was listening, it's entrepreneurs in all different industries.
[00:33:57] Stacy Havener: Yep. And I remember, you know, listening to people [00:34:00] talk and I. Oh my gosh. They're my kind of crazy, yes. Like all the things where like the coach was saying to us like, on your free days, you can't think about work. Yep. Okay. And then the entrepreneurs in the room would raise their hand and be like, are you sure?
[00:34:17] Stacy Havener: Can I read a book about work? Can I read a magazine? Like can I listen to a podcast? And it was like, oh, you cannot. And everyone was like, I don't know what I'm gonna do then. And I'm like, you're high. Kind of crazy. Okay, friends. Understood and with my people. And I do think you have Doug, like you have each other, so that's great.
[00:34:39] Stacy Havener: But the idea of the advisory board, I don't think enough firms do that. Did you feel that the beginning?
[00:34:45] Liz Fritz: I don't think they do. Beginning. We did. So, um, Seb Doy, who he is kind of an industry luminary, he and Doug met. Gosh, I wanna say it was like 20 17, 20 18 at mm-hmm. The Invest Conference, I think in San Francisco where [00:35:00] I just back in the day and s Doy, it was the mc, kind of the big, like Seb Doy was the kind of star of this conference, even though he would deny it, but everybody knew it.
[00:35:09] Liz Fritz: He is just this, he is has this wonderful British accent and he and his wife. Spilt and sold Scorpio Partnerships, which is one of the biggest research firms within the wealth space. And so Doug was there speaking, 'cause I sent him to a lot of conferences in the early days speaking, and Seb approached Doug to have dinner with him.
[00:35:28] Liz Fritz: And Doug was just like, the mc of Invest wants to have dinner with me. Like that's just blew his mind. And that started a really, that was the beginning of. The most intimate board advisor relationship that we had. We still call him the sheriff to this day because he went through it not only with his spouse, but he could ask hard questions and he understood what our vision was.
[00:35:53] Liz Fritz: And so Doug and I as founders were very. We love big ideas and we get like excited about different things and he would always [00:36:00] kind of like, does that go back to the core vision? Does that go back? You know, ask some the questions. And the biggest thing, and it'd be funny how he thinks we were with this, but Doug and I were chatting, actually it was yesterday, about that.
[00:36:11] Liz Fritz: And we're like, and we listened to him like we took his advice. And so I think having that humble. Of like we're experts in our craft, but being able to listen to others and take others' advice and trust that someone else may have some guidance that may be a little bit different than your vision, but. Can keep you going back to that core mission because early on you're kind of still figuring out exactly what your niche is, right?
[00:36:40] Liz Fritz: Like what's your kid gonna grow up to be, and having him early days as that kind of wise. Let's go back to what we talked about. Let's go back to the business plan. You know, that type of meticulous partner was so, I. Invaluable to us. So I encourage others in the process or even in just your career in [00:37:00] general, is to have some of those kind of personal board.
[00:37:02] Liz Fritz: It could be a personal board of advisors. It doesn't have to be official, but more startups and businesses surrounding themselves with advisory boards, strategic advisory boards that have experience but can fill gaps in what maybe your weaknesses are. And listen,
[00:37:18] Stacy Havener: that's such good advice. I'm taking this advice to heart.
[00:37:21] Stacy Havener: I did not do that. I did. However,
[00:37:27] Stacy Havener: now I need to whoever have an imaginary one. Okay.
[00:37:32] Liz Fritz: That's amazing. Is fantastic
[00:37:35] Stacy Havener: for the longest time. Oh, we have to see it at some point. So random. It was like Beyonce was one of 'em. Which seems strange, but I mean, hey, like Taylor Swift, Beyonce, you've built amazing I'D swapped. Yeah, Taylor Swift or Beyonce.
[00:37:47] Stacy Havener: Now, Eminem would like, I had just like, and then I had business people and Yeah, you know, finance people. And every once in a while when I would sit in that conference room, I'd be like, okay, well what would you know, Marcus? What would Beyonce do? Say, [00:38:00] yeah, what would Beyonce do? So, but I'm taking this to heart because I do think I need this.
[00:38:06] Stacy Havener: And our business needs this. And I really appreciate that you shared that. I think we're so busy as so busy founders, especially in sort of that startup to scale up mode. Yep. That we just like, that's a nice to have. Like I'll do that at some point, but actually I think what you're saying is it's, it's more than a nice to have.
[00:38:24] Liz Fritz: It's a must have. And to have a kind of a, a dieting map, doing the work on yourself of kind of what are you building? What does success look like for you? We do that for a lot of clients. We don't always do that for ourselves. And so that diligence in the early phases to really say, who am I? And it can change, definitely should change and evolve, right?
[00:38:44] Liz Fritz: But putting that down on a paper can feel a little scary. Honestly. It feels a little. Crazy scary, like all the things, but it helps to be a compass kind of early on. So we say, you know, mission statement or values, but those core things that we wrote down early days [00:39:00] are still alive and well and what make F two what it is today, even though we've grown into something much more than what we started.
[00:39:08] Stacy Havener: That's amazing. Thank you Liz. I wanna spend one second. Ai, which that's good. It's definitely a topic that only requires one second, Stacy. It does. Um, so because you mentioned it. Yeah. I mean, there's a lot of us, my hand is in the air who are reluctant. There's early adopters and there's reluctant adopters.
[00:39:30] Stacy Havener: I would put myself in that category, like I know I need to do it. Yep. Are you finding that this is something that clients are wanting to understand? Oh, a hundred percent.
[00:39:41] Liz Fritz: And not just our industry. Like, I mean this is touching every industry. However, for me personally, so I grew up in Silicon Valley and so the cocktail parties and, and birthday parties I go to, it's like every other word is ai.
[00:39:53] Liz Fritz: Someone has a new AI startup, somebody got invested by VC for a new AI startup. It's the new thing. [00:40:00] However, financial services and healthcare, two of the most highly regulated industries out there. And so I think we have to be really cautious. Learn, and so I was reluctant. Again, I feel like I'm the least techie person at F two, but I've actually leaned into AI more as a mom and like running a household than work.
[00:40:19] Liz Fritz: Early on. So you know, I joke, it's like task tracking and calendaring and dentist appointments, and there's these really cool tools that can do all that. For me, it feels like my own assistant. What are these tools? So I kind of started to use it in my own life and I was like, oh my gosh, this is, this is really cool.
[00:40:37] Liz Fritz: So Doug and I, seven years ago, started a peer-to-peer community of CTOs in the space. And so we come together, we do research together, we do all this great topic, and so our most recent topic was ai. And so it was really interesting and it was actually benchmarked from 2023 on the exact same topic. And so it was really interesting to see obviously there's a more increase in [00:41:00] interest in ai, uh, people dipping their toes in for highly regulated space.
[00:41:05] Liz Fritz: You know, table stakes are kind of like note taking. I'm sure you've been on a call or someone has their AI note taker. Love it. That's a great one to do some of the operational efficiency type things. So there's, there's some of those low hanging fruit that our industry is starting to tap into. And actually, I'm leading a panel on this, but like, time saving, note taking, calendaring, all those things AI can be really useful for, for like, where does it go from here?
[00:41:32] Liz Fritz: And so there's a lot of deep conversation around, again, like. Compliance regulation, authenticity. We talked earlier about this is a human business, right? Like how far is too far? Yeah. And so one of our core values at F two that Doug and I are like, why we built this firm is technology to deepen human connection versus replace human connection.
[00:41:55] Liz Fritz: And so how can AI like. If technology can give an [00:42:00] advisor capacity to provide more financial security to more clients and more financial legacies to more clients, that to us is core to our values. And so how can technology lift some of that stuff away from the advisor to let them be more human, more present as a human?
[00:42:19] Liz Fritz: And so I. Gone really deep into it. Like AI for marketing, I'm starting to really like, how can you use it to be more of a present mom? Again, I started it with like a parent, how can I be more present as a mom? So I'm not at my computer booking soccer tryouts or whatever I'm doing. I can actually like be present with my kids.
[00:42:38] Liz Fritz: And I think that can translate really well to advisors, but it's still in the early stages of what tools can do that, what are regulated, what aren't. But it's such a hot topic. Stacy. I feel like we're at every conference this summer probably talking about it.
[00:42:51] Stacy Havener: Oh my gosh. Okay. So great. We're gonna come back to how can people connect with you, follow along on the journey that peer-to-peer community sounds [00:43:00] fantastic.
[00:43:00] Stacy Havener: Yeah. But I wanna ask a couple more questions of you, Liz. Okay. That are designed to just, you know, you've been so candid and so great giving us a window into who you are as a person and Thank you. 'cause that's what this podcast is all about. But I got a couple more. Okay. Alright. Are you ready? Yes. What book inspires you?
[00:43:21] Liz Fritz: This was so hard, Stacy, because I'm like,
[00:43:23] Stacy Havener: because you're a reader.
[00:43:25] Liz Fritz: Because I'm a reader and I'm like, do I disclose all my like geeky historical nonfiction? Yes, you do. That I love, no, I have a better one because I think this one is really important, especially weaving it back into women in our space. And so one of the books that I absolutely, absolutely love is called the Confidence Code.
[00:43:41] Liz Fritz: I really think a lot of women should read it, and it's written by two journalists, Katie, Katie, K and Claire Shipman. I had to make sure I got that right. Okay. But they're journalists and they go in and again, here's my geeky science brain keeps coming out, but they go into the neuroscience of confidence and actually how [00:44:00]women in business, they explore confidence versus confidence and which is more powerful and confidence.
[00:44:09] Liz Fritz: Sometimes we, it's like if you say something confidently, it doesn't really matter what you say. And I think in our industry in particular, women tend to wanna be a lot more competent before they feel confidence. And it's very tactical, tangible ways of how to attain confidence. Competence. And so that to me, you know, I've early days in a, in a big corporate bank, you know, battling inferiority complexes, owning my voice, standing up for new ideas that are different than maybe what's always been done has been a stretch kind of growth area for me.
[00:44:43] Liz Fritz: So that book. Based in science, based in research was really, really cool and really like helped shift my mindset of I am really competent. I just need to get confident about that. I have it. And so I highly recommend that to anyone. Yeah.
[00:44:57] Stacy Havener: Okay. That's amazing. Okay, we're switching from [00:45:00] books to places. Okay, so now we're gonna go, what place inspires you?
[00:45:06] Stacy Havener: What's your happy place?
[00:45:08] Liz Fritz: I'm a Pisces and I am such a water girl. So I actually first saw your videos on the beach. I didn't even know who you were yet. And I was like, I already like this girl because she is walking on the beach. So for me, and it can be a water, it can be the ocean, it can be a lake, it can be a river.
[00:45:24] Liz Fritz: But for me, I like to be, I feel incredibly grounded around water.
[00:45:29] Mm-hmm. Um.
[00:45:31] Liz Fritz: Very much at peace and in a place where I can read, I can create, I can reflect. And so even moving from California. I'm still near a big body of water and I feel very grounded. So if you see my trajectory of life, you'll always see that Liz either lives by or travels to water all the time, and that's just my grounding force.
[00:45:54] Stacy Havener: Okay. I gotta give you a book. People who are regular listeners to the podcast are probably like, she's gonna say it and she [00:46:00] says that every time someone mentions the water, but I feel like you'll actually appreciate this, Liz. Okay. Okay. Because it's about the science of why that's true. And it's called the Blue Mind.
[00:46:11] Liz Fritz: All see, and it's science back. Look at this. I already have It's science back. Two books.
[00:46:16] Stacy Havener: I cried at the end and then I was like, I read it on vacation, looking at the ocean. Yeah, so maybe that was part of it. It was so moving to me, obviously. Oh, I'm right. Yeah. Okay. Then I give it to my husband and my mom.
[00:46:29] Stacy Havener: They're like, this book is so dry and boring. I'm like, what?
[00:46:32] Liz Fritz: All right. No, I'll read it and you and I can have a separate conversation. Yeah. Yes, we can. Because it's water. It's science backed. I like It's right up your alley in right up my alley. Yes.
[00:46:41] Stacy Havener: All right, so your happy place is the water. Preach now you're doing a lot of conferences.
[00:46:48] Stacy Havener: Love that. Let's envision your keynote speaker. Maybe we're in London even. Why not? Why not? You're going to take the stage. What is your walkout anthem? [00:47:00] What's your hype song?
[00:47:01] Liz Fritz: Seven Rings Ariana Grande.
[00:47:03] Stacy Havener: Amazing.
[00:47:04] Liz Fritz: I love it because so. I mentioned early on, Doug and I have done Strength Finders and Meyer Briggs and all those things.
[00:47:11] Liz Fritz: So my number one across the board, I'm like an achiever. And so I love the sense of the kinda unapologetic achiever message in that I, I mean, I love, I love the song and the rhythm and all of that, but I love that like unapologetic achievement and being proud of that. And then I also just. Because I'm in an industry that I just feel is polished and professional.
[00:47:33] Liz Fritz: It just has this like glamorous feel to it. Yes. And so that's, that's my pick.
[00:47:37] Stacy Havener: I love it. That's a great one. Okay, now we're going to professions. What profession, other than your own, would you like to attempt? I would like
[00:47:48] Liz Fritz: to be definitely not a veterinarian.
[00:47:50] Stacy Havener: We already scratched that was waiting. She could say veterinarian.
[00:47:52] Stacy Havener: I don't know if this is gonna full circle us right now.
[00:47:54] Liz Fritz: No, no. I would, um, I absolutely love, love, love animals. As I [00:48:00] mentioned, it's been continuing. I think I'd be like. I'd set up like a rehabilitation or rescue organization for animals that are either neglected or don't have a home. And you know, you'll see at me happy.
[00:48:11] Liz Fritz: I'll be walking like six dogs that you know are unwanted and now they have a home and Liz has made it. She's a dog walker. She's down by the
[00:48:19] Stacy Havener: river with the dogs. That's where she, yes, with all
[00:48:22] Liz Fritz: my rescue dogs, that, that's where I'll be. I love, love that. Yes. Yeah.
[00:48:25] Stacy Havener: Okay. Flip side, what profession would you not like to do?
[00:48:29] Liz Fritz: I wouldn't wanna be like, I'd have a really hard time being a pediatrician. I absolutely love our pediatrician, but I would've a really, really hard time, and I think it would be similar to why I couldn't be a veterinarian. The babies don't like you. They're super cute, but they don't wanna be around you.
[00:48:44] Liz Fritz: Nobody's like wanting to go to the doctor, and so I think I would have a really hard time with that one too. That's such an 'cause. I love kids
[00:48:50] Stacy Havener: perspective. I know I love
[00:48:52] Liz Fritz: them,
[00:48:53] Stacy Havener: but
[00:48:53] Liz Fritz: they
[00:48:53] Stacy Havener: would not be psyched to go see you and that would be heartbreaking for you. That is such a interesting perspective, Liz. I [00:49:00] love it.
[00:49:00] Stacy Havener: Okay, last question, and this is a long way away. What do you want people to say about you after you've retired or left the industry?
[00:49:09] Liz Fritz: I say this a lot at F two, and I feel like I'm part of this. This comment is, I've mentioned before that the people, our team at F two are so important to us. Like we hire and work with the most humble, excellent, funny, caring people, smart experts in their craft.
[00:49:27] Liz Fritz: And so my wish is that at the end of their career, they look back. F two was a positive step in both their personal and professional lives. It got them to the next level. Whether you're here for one year or you're here for 10 years. I want them to look back and to think of me as somebody that helped them along in a positive way in their career.
[00:49:49] Liz Fritz: It was a positive stepping stone in their career.
[00:49:52] Stacy Havener: That is the definition of a guide and a mentor, and we're lucky if we find that in a boss [00:50:00] or a coworker or a leader. So thank you so much, Liz, for saying that. That was amazing. Thank you for being here. It has been a joy to get to know you and to have you as a guest on the podcast today.
[00:50:12] Liz Fritz: This has been. So much fun. I feel like we have, it's one of those relationships where you meet and you just feel like you've known each other for a long time. I love that we both resonate with founders working with Yeah. Our spouses and all those things. And so I, I hope that my story inspires others and I am so grateful that you opened up your platform to me to share a little bit more and to get under the hood a little bit of what I've been through, and if it inspires others, just one other.
[00:50:39] Liz Fritz: My job is done. So thank you for, for doing what you do and inviting me along.
[00:50:43] Stacy Havener: Thank you so much. And if people wanna follow along on the journey of F two and of you, Liz, what's the best way to do that?
[00:50:50] Liz Fritz: LinkedIn, come find us on LinkedIn, Liz, Fritz and and F two, and also, you know, our website. But I would say start with LinkedIn.
[00:50:57] Liz Fritz: Follow us. We put out a bunch of great content, a [00:51:00] bunch of great research, and then I'm always open to meeting new cool people that are interested in F two or just my journey and all of that. So please feel free to connect into me, I love hearing from others and look forward to connecting with folks.
[00:51:14] Stacy Havener: Awesome. That's fantastic. Thank you, Liz. Thank you for being here.
[00:51:18] Liz Fritz: Thanks. Take care. Stacy.
[00:51:19] Stacy Havener: This podcast is for informational purposes only and should not be relied upon as a basis for investment decisions. The information is not an offer, solicitation, or recommendation of any of the funds, services, or products, or to adopt any investment strategy.
[00:51:34] Stacy Havener: Investment values may fluctuate and past performance is not a guide to future performance. All opinions expressed by guests on the show are solely their own opinion and do not necessarily reflect those at their firm. Manager's appearance on the show does not constitute an endorsement by Stacey Haven or Haven or Capital Partners.
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