F2 Strategy acquires MD Solutions to expand into wealth tech implementation and enhance its end-to-end service offerings.

F2 Strategy, a wealth management technology and marketing firm, acquired MD Solutions, an investment technology and operations provider, to expand beyond advising and strategy to include wealth technology support and implementation.

Doug Fritz, executive chairman, and co-founder at F2 Strategy, stated that F2 had been collaborating with MD Solutions on projects before the acquisition and was drawn to its white glove service in establishing and assisting clients with investment management platforms. The acquisition has helped to add 20 people to the team.

This enables them to go a layer deeper, he added, adding that F2 has been excellent at helping individuals with strategy, scaling for growth, M&A, etc. They are now able to provide software solution implementation. However, F2 is working on several other vendor partnerships to increase the selection of products.

According to Fritz, F2's consultants saw many clients struggle with adopting and using perfectly competent software, so they decided to focus on supplying the service. The wealth management consulting business OakBrook Solutions, which F2 first acquired, added 75 employees to its staff. Next was the advertising firm SKY Advertising Consultants, which specializes in managing one's wealth.

Fritz stated that F2 will make a clear distinction between selling its software implementation services and offering consultancy guidance. Additionally, by providing clients with a variety of vendors, it will prevent conflicts of interest. Similar agreements will be made in the future for the consultancy that Fritz and his wife, Liz, founded in 2016.