F2 Strategy Expands Market Reach Through Acquisition of MD Solutions, Targeting Emerging Wealth Firms

CHICAGO--(BUSINESS WIRE)--F2 Strategy (“F2”), a leading wealth management technology and marketing services company, announced today that it has acquired MD Solutions LLC (“MDS”), a Florida-based financial technology, software and operations provider. This is F2’s second transaction in the past year and its third in the past two years, following a strategic growth investment from Renovus Capital Partners and subsequent acquisitions of Oakbrook Solutions and SKY Marketing Consultants.

Founded in 2004 and led by Steve Mars and Bill Navarro, MDS is a wealth management technology and operations managed services provider that offers a wide range of investment operations and technology solutions. The firm has a strong history of collaboration with F2, and together they will seek to partner with best-in-class wealth management technology providers for implementation and ongoing outsourcing services.

This acquisition is a key component of F2’s go-to-market strategy, further enhancing its platform of technology, marketing and business services offerings to the wealth management industry. It also strengthens F2’s presence in the emerging registered investment advisor (RIA) and single-family office (SFO) markets. Effective immediately, all employees and projects will integrate into F2.

“We've enjoyed a longstanding relationship with Bill and Steve, and quickly recognized the synergies between our firms,” said Doug Fritz, co-founder and executive chairman at F2 Strategy. “Integrating MDS into our firm will allow us to deliver a full suite of end-to-end services—extending beyond vendor selection and strategy to also include implementation and ongoing support in partnership with best-in-class wealthtech providers. MDS brings the operational expertise we need to scale these offerings effectively, a critical component of our growth strategy for the future.”

The absorption of MD Solutions into F2 aligns with the firm’s philosophy of using technology to amplify–rather than replace– the value of human services. By integrating MDS' expertise, F2 can provide more nuanced, comprehensive technological solutions that directly address clients' evolving needs. This strategic move enhances F2’s competitive edge in the wealth management space and underscores its commitment to innovation and client success.

“Twenty years ago, I co-founded MD Solutions to tackle the complex technology and service challenges facing wealth management firms. As firms navigate skyrocketing software demands, evolving compliance requirements and the shift to cloud-based platforms, I saw an opportunity with F2 Strategy to help deliver innovative, flexible solutions that keep pace with the industry’s transformation,” said Mars, co-founder of MD Solutions.

The acquisition of MD has enabled F2 to launch a new strategic service. F2 will partner with wealth management software providers to deliver comprehensive implementation and ongoing support. The service helps clients adopt new technologies more effectively by offering specialized implementation expertise across various platforms. F2 remains committed to selecting, recommending and implementing the best solutions for each client's unique needs while building deeper, more strategic relationships with select technology providers—ultimately helping wealth management firms integrate, adopt and leverage new software solutions more seamlessly.

Firms interested in F2 Strategy's new strategic service offering should contact steven.mars@f2strategy.com. For additional information about F2 Strategy’s technology and marketing consulting services, visit f2strategy.com.

About F2 Strategy

F2 Strategy is a leading wealth management technology and marketing services firm helping complex RIA, wealth, bank/trust and family office firms improve their technical capabilities to build exceptional client and advisor experiences. Led by former executives of a wide range of top-rated wealth firms and family offices, F2 Strategy combines their results-driven management strategy with industry-leading, proprietary research to create customized high-tech solutions. A diverse, creative, and people-centric company, F2 Strategy believes the right technology has the power to support, elevate, and empower us all to reach the highest level of fulfillment. F2 Strategy was founded in 2016 in San Francisco, and is now headquartered in Chicago. F2 Strategy also maintains offices in New York and St. Louis.