Produced By: Ensombl
Financial advisory services in Australia have undergone dramatic transformation over the past two decades. In the aftermath of legislative reforms, the Royal Commission into Misconduct in the Banking, Superannuation and Financial Services Industry, and a re-evaluation of educational standards, much of the industry’s focus has shifted from product-based selling to client-centric advice. This evolution hinges on strong ethical frameworks and professional conduct. John Cachia, Founder and Director of Thriving Wealth, has traversed this landscape firsthand. Through his journey from an inquisitive 14-year-old removing staples in his cousin’s office to orchestrating a fully functional, team-based financial advisory business, Cachia’s story provides an inspiring case study on how professionalism, ethics, and genuine care for clients can form the cornerstone of a thriving practice.
In a conversation with host Andrew “Roxy” Rocks (as part of “The Engine Room” podcast series), Cachia discussed the turning points that shaped both his professional philosophy and Thriving Wealth’s distinct behavioral-finance-focused service model. What emerged was a tale of ambition, hardship, unyielding commitment to clients, and a willingness to adapt and grow amid stringent industry reforms. Throughout, ethics and professionalism—expressed in a commitment to do right by clients, uphold transparency, and invest in people—have remained at the heart of Cachia’s approach.
John Cachia entered the financial services world unexpectedly as a teenager. At fourteen years and nine months, he began working for his cousin’s firm, CCA Financial Planners, performing menial tasks. He jokes about “removing staples” from large paper files but credits this entry-level work with laying the foundation for his passion:
“At that age, there was something captivating about seeing how people’s money could be structured and insured. I didn’t fully grasp the profession, but I was interested in learning more.”
Initially, the firm’s primary focus was on risk insurance—policies that protect families against life’s uncertainties. Cachia observed an ongoing tension: while insurance felt intangible, it was critical to protecting clients’ futures. Convincing clients of its importance required empathy, clear communication, and trust-building—qualities that became integral to his later success.
By 18, he had touched almost every operational function within his cousin’s practice, from client service to office management and basic plan writing. These years were an unconventional “apprenticeship.” He immersed himself in the often-arcane details of financial software, compliance forms, and best-practice administrative workflow. Such early exposure honed his soft skills and instilled in him a belief that comprehensive advice is more than just product selection—it is about understanding each client’s unique story.
After a disagreement over remuneration with his cousin, the then-20-year-old Cachia walked away from a comfortable if junior managerial position. He soon realized that going it alone meant leaping into an uncertain financial services market during a period of volatility: the global financial crisis (GFC) of 2008–2009 was unfolding in real time.
The seeds of his new venture took root when a mentor offered him a “practice license,” enabling him to launch his own firm. Opting for a broad, even audacious, name—Australian Financial Advisors Group—Cachia set out to prove to himself and any skeptics that he could build a serious enterprise. From the start, he channeled his earlier hunger for thoroughness:
“I remember reading legislation, compliance guidelines, and old product disclosure statements for fun. I was determined never to be outworked or outsmarted. If I were to advise clients, I needed to ensure every recommendation was bulletproof.”
Although formidable in his technical prowess, Cachia recalls his early business as essentially “creating a job for myself.” He did not yet have a grand vision of scalability or a distinctive niche in mind. There was, however, a sincere commitment to placing clients first. He had gleaned from risk insurance the necessity of meeting clients on their terms, ensuring they truly understood the advice and that it protected them appropriately.
To remain client-centric and align with his moral compass, Cachia embraced fee-for-service models early—unusual at a time when commissions were still industry standard. He wanted his clients to see transparently how he was paid, thereby eliminating any suspicion that product recommendations were profit-driven. The approach also allowed him more flexibility:
This dedication to compliance would soon be put to the test. The industry faced a heightened focus on adviser misconduct following the GFC, culminating in rumblings of a potential Royal Commission. Licensees launched internal audits, or “Compliance Review Initiatives” (CRI), that demanded significant disclosure. Cachia, as a licensee representative, was among the early ones selected for comprehensive review. Suddenly, his self-imposed high standards and meticulous file-keeping became crucial:
“We handed over 66,000 files. Only 14 pieces of paper were missing. I’d spent countless hours ensuring every piece of advice had robust documentation. My perfectionism paid off, but it was also exhausting.”
Throughout this ordeal, he experienced severe mental strain: meeting daily demands, combing through thousands of records, and defending the integrity of his advice in a system that at times felt adversarial. Yet, from an ethics standpoint, the experience re-affirmed that transparency and good record-keeping are non-negotiable pillars of a modern advisory practice. Ultimately, it set the tone for a new brand identity—Thriving Wealth—centered on honesty, consistency, and a client’s best interest.
A major personal turning point took place when Cachia’s spinal disc “exploded,” requiring surgery. Stress, prolonged hours of desk-bound work, and the physical toll from routine exhaustion all contributed. Facing potential paralysis, he was forced to slow down. It was impossible for him to personally oversee every client file or maintain a front-line stance. In that moment, he confronted a dilemma that all small business owners eventually face: how can the enterprise survive—or even flourish—if the founder is suddenly unavailable?
From his hospital bed, he resolved to build a truly scalable enterprise that was not reliant solely on him. This shift in thinking compelled him to:
Effectively, a looming personal and professional crisis spurred an ethically grounded, operational redesign. Clients benefited from improved accessibility and clarity; his team grew through professional development; and Cachia found renewed conviction that an adviser’s first duty is to ensure continuity and excellence of advice, even when individual contributors are sidelined.
Post-recovery, Cachia’s perspective had matured. He noticed that many traditional advisory practices excel at products or technical knowledge—tax minimization strategies, portfolio rebalancing, and asset allocation—but fail to address underlying human behaviors around money. People, he reasoned, do not always make optimal decisions for rational reasons. Client success often depends on deeper conversations about priorities, traumas, motivations, and relationships.
Thus, Thriving Wealth repositioned itself around the question: Why do clients want to achieve certain financial goals, and what emotional or behavioral patterns stand in their way? Ethics and professionalism entail not only prescribing a sound plan but ensuring the plan aligns with the client’s true aspirations. Cachia introduced “road mapping” sessions:
Such personal but respectful deep-dives require empathy, trust, and a commitment to each individual’s well-being. It also means occasionally posing challenging questions to help clients reflect on choices that may not align with their deeper values. The outcome is holistic advice: a financial plan that unifies objective strategy with subjective, behavior-driven goals.
As Thriving Wealth gained traction, Cachia realized his most significant resource was not technology or product knowledge, but people. He spent years clarifying the firm’s culture:
Another ethical pillar is recognizing that employees need a sustainable work-life balance. Health issues, such as Cachia’s back surgery, underscored the risk of burnout. If the firm genuinely promotes physical and mental well-being, it must model it internally. Hence, he invests heavily in advanced systems that reduce repetitive tasks, integrates virtual assistance from the Philippines for back-office functions, and ensures each adviser handles a manageable number of client relationships.
From the earliest days of “Skype consultations” to the modern Zoom era, Cachia has embraced technology not to replace the human dimension of advice, but to expand and strengthen it. This includes:
Through technology, Thriving Wealth effectively works as a geographically dispersed entity, employing a roster of team members across Australia and the Philippines. Yet staff remain cohesive because they share core values, standardized workflows, and the same overarching ethical vision.
Cachia speaks openly about the psychological toll of compliance reviews, technology updates, and day-to-day deadlines. Mental health is often a taboo subject in the high-pressure world of finance, but he insists that establishing a supportive environment is essential to retaining good people and sustaining high ethical standards.
He reiterates that an adviser who is emotionally and psychologically healthy is less likely to cut corners, overlook essential details, or fall prey to conflicts of interest. In short, mental well-being is inextricably linked to ethical conduct.
With the average age of Australian financial advisers still notably high, many worry about how to attract fresh talent. Cachia, who started advising formally at 20, believes passionately in bringing young people into the profession—and giving them genuine scope to grow. By layering them within carefully designed “pods” of adviser, coordinator, and assistant, each new hire is mentored extensively:
This framework speeds up skill acquisition and fosters accountability. The synergy between local and overseas staff also exposes young recruits to diverse cultural perspectives, underlining the universal nature of personal finance. They learn that ethical, empathetic advisement transcends borders and that well-run systems preserve an advisory firm’s integrity at scale.
As the business stands today, Thriving Wealth has multiple advisers, each with about 80 client relationships, which is intentionally capped to ensure quality interaction. Clients meet with their adviser an average of three to four times per year, constantly refining goals and updating strategies. Every year, each client also receives a new Statement of Advice, reflecting the firm’s commitment to ongoing relevancy rather than a “set-and-forget” model.
This high-touch approach is anchored by a code of ethics: no shortcuts, no half-measures, and an uncompromising dedication to ensuring that advice meets a client’s personal, familial, and psychological needs. The business’s fee-for-service model makes it sustainable. By tying revenue to client relationships and progress, rather than product commissions, Thriving Wealth has the freedom to refuse prospective clients if they lack the mindset or resources to genuinely partner in the process.
Cachia envisions two distinct directions in modern financial advice:
Both are valid in a well-functioning market. An ethical industry provides choices. Families whose needs are more complex or who wish to delve deep into wealth psychology might choose a service like Thriving Wealth. Others with straightforward goals could benefit from simplified digital offerings. The main point is that each pathway, if ethically grounded, can serve the public interest, while also adhering to rigorous standards.
One hallmark of a true profession is collaboration. Doctors routinely refer patients to specialists; lawyers do the same. For financial advisers, referrals and collaborations across different niches—aged care specialists, self-managed super funds, mortgage broking—should be standard. Cachia’s integrated approach to mortgages from early in his career underscores the benefits: it eases the client experience when important financial needs are seamlessly handled under one roof. However, if a client’s profile is better served by a different style of advice, he has no hesitation in recommending a more suitable adviser. The result is an ecosystem where trust is continually strengthened.
At a broader scale, Cachia anticipates that in the next five to ten years, financial literacy will become increasingly vital. He hopes to champion financial education that starts at home—teaching parents how to responsibly empower their children, rather than simply buying them things. His personal approach to staff retention and hiring will remain similarly education-driven:
“If a new hire tells me they want to earn a certain salary within three years, I’ll map it out with them. Understanding motivations, just like with clients, is integral to helping someone grow in the right direction.”
John Cachia’s journey—from teenage office assistant to founder of a successful, ethically oriented financial practice—reflects a microcosm of larger industry changes. The sector has shed its traditional product-pushing past in favor of more rigorous education, transparent fee models, and robust compliance. Yet beyond these procedural shifts, Cachia’s story speaks to something more fundamental: a redefinition of what it means to be a “professional” and an “ethical” adviser.
Professionalism, in this context, transcends designations or appearances. It resides in daily conduct: the willingness to spend hours understanding a client’s emotional drivers, the meticulous structuring of advisory pods so no detail is overlooked, and the humility to say “We’re not the best fit” when a client’s needs lie elsewhere. Ethics similarly finds expression not just in compliance documents, but in sincerity, empathy, honest self-assessment, and a relentless pursuit of improvement.
Thriving Wealth’s success is testament to how powerful this alignment can be. The firm stands as a beacon for aspirants—young advisers seeking direction, experienced practitioners desiring deeper client relationships, or legacy institutions grappling with the aftershocks of reform. By centering advice on well-being and authentic life goals, Cachia has built more than a business; he has laid down a sustainable, ethically sound blueprint for the future of finance.
As the industry continues to evolve, stories like Cachia’s will likely proliferate. They remind advisers everywhere that true professionalism and unwavering ethics are not abstract ideals, but living principles that forge stronger client outcomes, healthier workplace cultures, and, ultimately, a more trusted financial services profession. In this climate, every crisis—whether it is a compliance review or a personal health scare—can become a catalyst for change. Every lost client or staff turnover can become a lesson. And every conversation can become an opportunity to weave deeper ethical threads into the fabric of an organization.
From that perspective, the world of financial advice is bright with possibility. Professionals like John Cachia are proof that when you invest in people—clients and colleagues—and hold firm to an ethos of transparency, care, and growth, you build not just a portfolio, but a legacy that continually strengthens trust in this vital, evolving profession.
Accreditation Points Allocation:
0.10 Technical Competence
0.10 Client Care and Practice
0.10 Regulatory Compliance and Consumer Protection
0.10 Professionalism and Ethics
0.40 Total CPD Points