The Business Lessons Behind a New Beginning

Want to hear the full conversation? Listen to the podcast episode here.

In this episode of the Inside Riva Podcast, Sophie sits down with Troy Morris, Founder of Fenix Finance Group, to talk about business, finance and the relationships that shape what comes next.

After more than 20 years in asset finance, Troy founded Fenix Finance Group to bring a more genuine, people-first approach to an industry that can often feel transactional. Recently launched from Riva Robina, Fenix represents a new chapter for Troy, built on decades of experience and a clear idea of the kind of business he wants to create.

Along the way, Troy shares lessons that extend well beyond finance, from knowing when it is time to make a change to choosing the right people, thinking long-term and building relationships that support where your business is going.

Troy Morris | Founder and CEO of Fenix Finance Group

A new beginning built on experience

For almost two decades, Troy built his career within the same business, developing his experience, reputation and client relationships along the way.

Eventually, he reached a point where the next stage of growth meant creating something of his own.

“There was only so far I could go.”

Fenix became that next chapter, bringing together everything Troy had learned with the opportunity to build the business, team and culture he had always wanted.

When asked what he would tell someone considering starting their own business, his advice was simple:

“Just do it. There’ll never be a right time.”

And one of the biggest lessons from making that move was realising how many new opportunities only became visible once he did.

“There are seats at tables that you don’t know exist yet.”

For business owners, it is a reminder that sometimes growth starts with being willing to make room for what comes next.

Relationships before transactions

The way Troy is building Fenix reflects one of the strongest beliefs he has developed throughout his career.

Business should be about more than the transaction in front of you.

In asset finance, that means taking the time to understand where a business has come from, what the owner wants to achieve and what the next 12 months might look like before recommending a way forward.

“I try to get to know my clients a little bit more intimately, form a good friendship, get to know their business.”

For Troy, that context matters.

A finance decision might start with a vehicle, piece of equipment or machinery, but the better question is how that decision fits into the wider plans of the business.

It is a principle that translates across industries. The people advising your business become more valuable when they understand the bigger picture, rather than simply completing the task in front of them.

And even as more of business becomes automated, Troy believes that human connection still matters.

“I wanna get to know people, I wanna speak to humans, I wanna have that human connection.”

Looking beyond the best deal

One of the practical lessons Troy shares is that the option that looks best today is not always the one that supports a business tomorrow.

He sees this regularly when growing businesses approach finance.

Some business owners rely entirely on one bank. Others move between several brokers each time they need funding, looking for the best rate or deal.

Troy believes both approaches can have limitations.

A bank works within its own lending policies, which may suit a business perfectly until its needs change. A specialist broker can look across different lenders and options, giving a growing business more flexibility as it evolves.

At the same time, constantly moving between advisers can mean nobody ever gets a clear view of your overall strategy.

“Find a broker that you know, you trust, and stick with them.”

Troy compares shopping between brokers to driving around looking for cheaper petrol. You might save a little in the short term, but you can lose the value that comes from having someone who understands what has happened before and where the business is heading next.

The broader lesson is not to avoid comparing options. It is to look beyond the headline number.

Price matters. So do knowledge, context and long-term fit.

And when the decision is an important one, Troy has another simple rule:

“Never sign a contract without reading the small print.”

Understand what you are agreeing to, ask questions and make decisions with the bigger picture in mind.

The right people inside your four walls

For Troy, thinking long-term also applies to the team around the business.

“Having the right people inside your four walls is the most important thing to me.”

Culture is a major part of what he wants Fenix to become.

His goal is to create a business where people genuinely want to be, with different levels of experience learning from one another and a strong sense of trust across the team.

Troy also speaks about the importance of mentorship in finance. Too often, he has seen younger people given the tools to do the job but very little support to develop the knowledge behind it.

For him, building the right team means investing in people, helping them grow and creating opportunities for them to eventually take on more responsibility.

It is something any growing business can relate to.

Hiring people helps a business become bigger. Developing the right people helps it become stronger.

Creating room for what comes next

The importance Troy places on people and relationships also influenced where he chose to build Fenix.

When deciding between setting up a standalone office or joining a shared workspace, Troy visited Riva Robina and says the people and environment stood out immediately.

It connects naturally with much of what he shares throughout the episode.

The people around a business matter. So does the environment you choose to place yourself in.

The conversations you have, the people you meet and the relationships that develop around your working day can all shape opportunities that are difficult to plan for.

Trust and loyalty remain two of Troy’s non-negotiables, while authenticity is ultimately what he hopes people remember about him.

Together, those ideas point to something bigger.

A strong business is not only shaped by the strategy behind it. It is shaped by the people you choose to build with, the relationships you invest in and the environments that expose you to what might come next.

It comes back to an idea Troy shared in the episode: some of the opportunities ahead of you may be sitting at tables you haven’t even seen yet.

Inside Riva with Troy Morris

Troy Morris is the Founder of Fenix Finance Group, recently launched from Riva Robina after almost 20 years in the finance industry.

Listen to the full episode of the Inside Riva Podcast for more from Troy on building a business, making smarter finance decisions, creating strong relationships and the lessons that have shaped his next chapter.


Interested in being part of the Riva community? We’d love to hear from you.