About Us


Katie Liebel 

Founder and Managing Principal

CustomStrat Advisory, LLC

How We Engage with Clients

Full-Time Teams, leveraging proven independent consultants

Advisory Capacity

Fractional Chief Strategy Officer

Workshop Sessions 

Katie is a financial services leader with 30 years of executive and consulting experience focused on strategic planning, customer experience, and transformational change in banks, insurance carriers, wealth management firms, and FinTechs

Katie founded CustomStrat Advisory in 2019 to help financial services companies define winning growth strategies and drive tangible change, while incorporating a customer focus.   

Katie currently sits on the Board of Directors for Credit First National Association (CFNA), which is Bridgestone / Firestone's wholly owned bank subsidiary.

Previously, Katie served as Chief Strategy Officer and Chief Customer Experience Officer for Fifth Third Bank.  Prior to that, she was Managing Director and Head of Strategy in Consumer Banking for JPMorgan Chase & Co.    

She worked at Nationwide Insurance as Chief Strategy Officer and SVP of Property & Casualty Transformation, heading the transformation of Nationwide's largest business unit.   Earlier, Katie held Senior Vice President roles at National City Bank and led various life insurance product lines at Genworth Financial.   She began her career at McKinsey & Co., serving large banking clients globally in the firm's Financial Services Practice.   

Katie holds an MBA from Harvard Business School and a BS in Systems Engineering from the University of Virginia, with Highest Distinction.