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§ Private Profile · New York City, NY, USA
Software development company.
Phia develops an artificial intelligence-powered shopping assistant, available as both a browser extension and mobile application. The platform streamlines online shopping by comparing fashion prices across numerous retailers and resale markets, enabling users to efficiently discover optimal deals and alternative product selections. It began as a tool designed to provide real-time resale value comparisons for fashion items.
The company was founded by Phoebe Gates and Sophia Kianni, who collaborated after meeting as roommates at Stanford University. Their initial insight arose from recognizing the difficulty in tracking and comparing prices across the fragmented online fashion market. This observation spurred them to build an initial browser extension delivering immediate, relevant pricing data to consumers.
Phia primarily caters to online fashion consumers seeking efficiency and informed purchasing decisions. Its broader vision centers on transforming the retail experience through AI, making price transparency and intelligent shopping choices more accessible. The company endeavors to redefine how individuals engage with e-commerce.
Phia has raised $73.0M across 3 funding rounds.
Phia has raised $73.0M in total across 3 funding rounds.
Phia has raised $73.0M in total across 3 funding rounds.
Phia's investors include Hans Tung, Hailey Bieber, Kris Jenner, Michael G. Rubin, Sara Blakely, Keith Rabois, Annie Case, Desiree Gruber, Sheryl Sandberg, Kleiner Perkins, Mark Cuban, Soma Capital.
# Phia: Your Personal Fashion Shopping Assistant
Phia is an AI-powered fashion technology platform that aggregates deals and product listings from thousands of retailers to help consumers find the best prices and trending styles in one place[1][4]. Founded in 2023, the company positions itself as "the Google Flights of Fashion," enabling users to search across 40,000+ retailers and access one of the largest secondhand fashion databases in the US with over 300 million items[3][1].
The platform serves fashion-conscious consumers seeking value and convenience by eliminating the friction of comparing prices across multiple websites. Phia's core offering combines real-time price tracking, deal alerts, AI-powered shopping recommendations, and integration with both new and resale marketplaces—addressing the fundamental problem that online fashion shopping remains fragmented and time-consuming[1][5].
Phia was founded in 2023 by Phoebe Gates (daughter of Bill Gates) and Sophia Kinyani, a Stanford graduate known for her work with the UN[3]. The founding team brought complementary perspectives: Gates's family background in technology and philanthropy paired with Kinyani's international development experience and analytical rigor. The company emerged during a period of growing consumer interest in sustainable shopping and deal optimization, capitalizing on the gap between the fragmented state of online fashion retail and the desire for a unified shopping experience[1].
Early traction has been notable. According to TechCrunch reporting, Phia achieved 500,000 users and 5,000 brand partnerships relatively quickly, with current metrics showing 800,000 trusted users[3][4]. The company raised an $8 million seed round, demonstrating strong investor confidence in the fashion-tech space[3].
Phia operates at the intersection of several powerful trends: the rise of AI-powered shopping assistants, the growing consumer demand for sustainable and secondhand fashion, and the ongoing consolidation of fragmented e-commerce experiences. The company benefits from increased venture capital interest in fashion technology and the normalization of AI tools in consumer applications.
The timing is particularly favorable as major retailers and consumers alike grapple with inventory management and sustainability concerns. By aggregating both new and resale options, Phia positions itself as a solution to the "fast fashion" problem while simultaneously capturing value from price-sensitive shoppers. The platform's influence extends beyond individual transactions—it generates valuable market data insights that could inform broader retail trends and consumer behavior analysis[1].
Phia is well-positioned to become a critical infrastructure layer in online fashion retail, similar to how flight comparison tools transformed travel booking. The combination of founder credibility, strong early user adoption, and a defensible data moat (through its indexed fashion database) suggests sustainable competitive advantages.
The company's future likely hinges on deepening AI capabilities to move beyond price comparison toward predictive styling and personalized curation. Expansion into adjacent categories (beauty, home goods) and international markets could unlock significant growth. As sustainability becomes a non-negotiable consumer expectation rather than a niche preference, Phia's integration of secondhand options may become its most strategically important feature—transforming the platform from a deal-finder into a values-aligned shopping destination.
Phia has raised $73.0M across 3 funding rounds. Most recently, it raised $35.0M Series A in January 2026.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Jan 28, 2026 | $35M Series A | Hans Tung | Hailey Bieber, Kris Jenner, Michael G. Rubin, Sara Blakely, Keith Rabois, Annie Case | Announced |
| Dec 15, 2025 | $30M Venture Round | Hans Tung | Desiree Gruber, Hailey Bieber, Kris Jenner, Michael G. Rubin, Sara Blakely, Sheryl Sandberg, Keith Rabois, Kleiner Perkins | Announced |
| Sep 1, 2025 | $8M Seed | Kleiner Perkins | Mark Cuban, Michael G. Rubin, Desiree Gruber, Hailey Bieber, Kris Jenner, Sara Blakely, Sheryl Sandberg, Rock Springs Capital, Soma Capital | Announced |