WEST CHESTER, PA — F2 Strategy has acquired Callaway Cloud Consulting to expand its engineering, Salesforce, data, and artificial-intelligence capabilities as wealth-management firms increase spending on technology modernization and integration.
The acquisition gives F2 additional implementation resources alongside its existing strategy, operations and technology consulting work, allowing the firm to take clients from platform selection through development, integration and ongoing optimization.
Callaway has operated for more than 12 years and completed more than 1,500 projects spanning cloud infrastructure, Salesforce, data engineering, software development and AI, according to F2.
The business will transition to the F2 Strategy brand in early 2027.
Ryan Beach, chief executive officer of F2 Strategy, said the acquisition reflects growing demand from wealth-management clients for firms that can both advise on technology decisions and carry out the underlying engineering work.
“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,” Beach said.
The deal expands F2 deeper into the technology stack at a time when wealth and asset managers are upgrading data infrastructure, cloud systems and client platforms while testing new AI applications.
Callaway Chief Executive Officer Brandon Gage will join F2 as a managing director. Before founding Callaway, Gage was a founding member of United Capital, where he held a technology leadership role during the firm’s expansion before Goldman Sachs acquired the business in 2019.
Dan Johnson, F2’s senior managing director and head of wealth, said Callaway’s engineering capabilities will allow the firm to handle more of the implementation work that follows strategic technology decisions.
“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,” Johnson said.
Following the integration, F2’s combined capabilities will span business and technology strategy, operations, platform selection and implementation, software and data engineering, Salesforce, cloud infrastructure and AI.
The acquisition broadens F2’s positioning from advisory and transformation work toward a more integrated consulting model that includes both technology planning and hands-on execution for wealth and asset-management clients.
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