Succeed = to eventually be successful to reach or fulfil you goal.
To thrive = means to live well and to be able to continue doing so.
To thrive in a business or commercial success = to be able to continue to make profits, to continue production/selling and to continue to be able to pay wages and to continue selling the products produced or the products purchases for resale.
So we use the two words a little differently.
"You have built a thrivING business here Mr Jones" <-- verb continuing : describes it is continuing to thrive
"You have built a successful business here Mr Jones" <-- adjective describing the businesses success
the accomplishment of an aim or purpose.
to grow vigorously applies to young children and plants or sick people recovering:
to grow prosperous and increase wealth and material things to become successful
So success and thrive only have overlap when talking about business and personal wealth for other contexts you must decide to choose the best word for the context.