Transforming Spaces and Lives: Ashli Fry's Story

Morphos Homes isn’t just a cleaning business—it’s a testament to resilience, adaptability, and community-driven entrepreneurship. Founded by Missoula-based business owner Ashli Fry, Morphos  Homes began with a single conversation and a leap of faith. Three years later, Morphos Homes has  evolved into more than just a cleaning service—it’s a company that uplifts its employees, empowers its  clients, and inspires others to turn challenges into opportunities.

Morphos Homes was born out of necessity. Ashli needed a job that she could do for three hours, three days a week while her daughter was in daycare. The idea of starting a cleaning business came onto her radar after a conversation with another woman who owned one. Ashli couldn’t work for her (they had opposing schedule needs) but encouraged Ashli to start her own business. Thus, Morhpos Homes (under a different name) was born over a weekend!

After three years of running Morphos Homes, Ashli has overcome many challenges. One of the biggest lessons she’s learned, that many women in business likely relate to, is when to say “no”. When Morphos Homes was a brand-new business, Ashli found herself saying yes to a wide swath of services with different standards and equipment in an attempt to grow. Now, she has regrouped and paired back  the business’s offerings, with plans to expand and diversify in a more deliberate way. This action indicates a shift in Ashli’s perception away from one of scarcity and into a recognition that, “There's a lot of cleaning companies in town. There's work for all of us.”

Ashli’s passion comes through most vibrantly while discussing how she supports her employees.  She is constantly working to improve herself, learning how to become a better leader and recognizing  the importance of meeting people where they are at. In addition to paying a good wage, it is important  to Ashli to offer typical job benefits (healthcare, retirement funds, etc.) along with more unique  benefits, such as financial literacy education. Supporting her employees is one of the ways that she gives back to the community, an important tenant of her work.

Building a community of fellow entrepreneurs, especially women, has been vital to Ashli’s journey as a business owner. When discussing the importance of community, Ashli said, "I love that we have people to dream with and problem solve with.” The Rocky Mountain Women’s Business Center has been an important part of helping Ashli build this community, along with offering resources to help cover the operational aspects of Morphos Homes.

The words “Transforming Spaces” adorns the Morphos Homes logo, but it goes further than that. In a perfect world, Ashli would tack “and Lives” to the end of the tagline. Having experienced firsthand the impact of a messy and unorganized living space, Ashli understands the difference that her services can bring to a person’s life. Nearly every single person she’s worked with has apologized for the state of their home, regardless of how messy or dirty it is. At the heart of Morphos Homes is the act of empowering people to let go of the shame around keeping house, and the effect that that shame has on our lives.

At its core, Morphos Homes represents transformation—of spaces, of lives, and of perspectives. For Ashli Fry, the business is more than a livelihood; it’s a platform for empowering others. From helping clients release the shame associated with messy homes to fostering a supportive environment for her employees, Ashli embodies the values of service, community, and self-growth. With plans to expand and
diversify thoughtfully, Morphos Homes continues to reflect Ashli’s commitment to creating a business that supports not just clean spaces but empowered individuals. Morphos Homes is proof of what’s possible when resilience meets passion and community support.