About Us
Katie Liebel
Founder & Managing Principal
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.
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., 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.
Luiz Zorzella
Project Leader
Luiz is a senior strategy consultant with over 25 years of experience in banks, insurance and investment firms. ...
Since 2010, Luiz has been consulting with senior executives in financial services firms who are unhappy with the results they are getting from their strategy.
Luiz is also a published author (Revenue Growth - McGraw Hill 2014, and Crescimento – McGraw Hill 2016), hosts The Strategy Taken, a podcast in which he interviews financial services leaders about how they make or implement difficult strategy decisions, and is a leader of the McKinsey alumni angel investment network in North America.
Previously, Luiz was a knowledge expert and strategy consultant with McKinsey & Co, where he worked with financial services and commodities companies on topics from strategy, business building, and risk management.
Before that, Luiz worked with JP Morgan Chase in the Emerging Markets Capital Markets group and BTG Pactual Bank in Corporate Finance.
Luiz holds an engineering degree with the Instituto Tecnologico de Aeronautica in Brazil.
Rohini Reddy
Senior Consultant
Rohini is a senior strategy consultant with 20 years of experience in the P&C insurance industry, both as an operator and a management consultant...
Since 2019, she has been independently advising insurance companies across customer segmentation, strategy, product management, operations and competitor analysis efforts
Former pricing and product analyst at Progressive Insurance
Former Engagement Manager at Deloitte's Strategy and Operation Insurance practice
Illustrative efforts include: Strategy development for a leading small commercial insurer & analyzing non-standard personal auto products across carriers to improve product offering and pricing for a regional non-standard carrier
Bachelor's degree in Mathematics from Washington University in St. Louis, MBA from the University of Michigan
We source additional independent consultants from trusted networks to best meet clients' needs
Services
CEO and Executive Advisory
Strategic thought partnership applying structured thinking to formulate and stress-test strategic plans.
Workshop Sessions
Facilitated interactive sessions using structured frameworks to align leadership teams and mobilize for action.
Dedicated Client Service Teams
Bespoke teams of elite consultants combining top-tier strategic consulting with deep financial services operating experience.
Speaking Engagements
High-impact presentations bridging market shifts with strategic best practices to prepare leadership to effectively compete.