WEST CHESTER, PA – F2 Strategy (“F2”), the leading business and digital transformation services firm to the global wealth and asset management industries, today announced the acquisition of Callaway Cloud Consulting (“Callaway”), a technology consulting firm specializing in platform engineering, data engineering, Salesforce and custom artificial intelligence solutions.
The acquisition expands F2’s technology implementation and engineering capabilities, strengthening the firm’s ability to help wealth management organizations move from technology strategy and platform selection through implementation, integration and ongoing optimization.
For more than 12 years, Callaway has helped organizations solve complex technology challenges across cloud infrastructure, Salesforce, data and AI. The firm has completed more than 1,500 projects and brings deep technical expertise spanning architecture, development, integration, platform stabilization and ongoing support.
“Callaway is a natural extension of the capabilities we have been building at F2,” said Ryan Beach, CEO of F2 Strategy. “Our clients increasingly need a partner that can not only help them determine where their technology needs to go, but also provide the technical expertise to build, integrate and optimize it. Callaway brings a highly experienced engineering team and a people-first approach that aligns closely with how we serve our clients.”
The transaction advances F2’s mission to build an end-to-end transformation partner for the wealth and asset management industries. As firms modernize their technology environments and explore new capabilities across data and AI, the ability to connect strategic decision-making with hands-on technical execution has become increasingly important.
Callaway’s expertise complements F2’s existing wealth management capabilities across strategy, technology, operations and implementation, giving clients access to deeper technical resources throughout the transformation lifecycle. Callaway will transition to the F2 Strategy brand in early 2027, bringing the teams and capabilities together under a unified brand.
“Technology has become inseparable from how wealth management firms operate, grow and serve their clients,” said Dan Johnson, Senior Managing Director, Head of Wealth at F2 Strategy. “Adding Callaway’s engineering capabilities allows us to go deeper into the technology stack and support clients through more of the work required to turn a strategy into a functioning solution. It is an important addition to what we can deliver for wealth management firms.”
Brandon Gage, CEO of Callaway, will join F2 Strategy as Managing Director, bringing extensive experience across wealth management and technology. Prior to Callaway, Gage was a founding member of United Capital, where his technical leadership supported the firm’s acquisition strategy and growth before its acquisition by Goldman Sachs in 2019.
“Joining F2 gives Callaway the opportunity to bring what we do best to a broader wealth management market,” said Gage. “Our team has built its reputation by solving difficult technology problems and becoming a trusted extension of our clients’ teams. F2 shares that same client-first mindset, and together we can combine deep industry knowledge with the technical expertise required to execute meaningful transformation.”
Together, F2 and Callaway provide capabilities spanning business and technology strategy, operations, platform selection and implementation, data transformation, software engineering, Salesforce, cloud infrastructure and AI. Clients can engage a single partner to help define their technology strategy and carry that vision through implementation and long-term optimization.
For more information about F2 Strategy’s technology and consulting services, visit f2strategy.com.