Phia
Category: AI Agents
An AI-powered shopping assistant that instantly compares prices across 40,000+ retail and secondhand websites in real-time, helping users save money and shop more sustainably. Phia was founded in 2023. The company is led by Phoebe Gates & Sophia Kianni (Co-CEOs). Based in New York, USA. Team size: 11-50. Total funding raised: $43.5M. Latest round: Series A. Key investors include Notable Capital, Kleiner Perkins, Khosla Ventures, eBay Ventures, SV Angel.
AMW Analysis
Phia is an AI-powered shopping assistant that compares prices across more than 40,000 retail and secondhand websites in real time. Its product is designed to consolidate price comparison and resale alternatives into a single workflow, with an emphasis on secondhand options and lower-emission shopping choices.
The company’s recent news flow is centered on rapid expansion following its 2025 launch. Profile data lists $43.0 million in total funding, including a $35.0 million Series A in January 2026, while tracked coverage describes a $35 million to $35.5 million round involving Notable Capital, Kleiner Perkins, and Khosla Ventures. News reports also cite growth from 500,000 users and 350 million tracked items in January to more than 1 million users, alongside an expanding retailer and brand network. Across the coverage, Phia is positioned as extending from price comparison toward an AI commerce layer focused on intent-driven product discovery, deal finding, and secondhand-market alternatives.
AMW analysis, generated from 7 tracked news signals.
- Founded
- 2023
- Headquarters
- New York, USA
- Team size
- 11-50
- Total funding
- $43.5M
Value proposition
Automatically compares prices across 40,000+ retail and secondhand sites in one click, eliminating the need for multiple tabs and ads while promoting sustainable shopping through secondhand alternatives that reduce carbon emissions by 80%.
Products and solutions
AI Shopping Assistant (iOS app & Chrome/Safari browser extension), Real-time Price Comparison Engine (40,000+ sites), Secondhand Market Integration (The RealReal, Poshmark, Vestiaire Collective, eBay), AI Outfit Finder / Outfit Maker, "Should I Buy This?" Decision Support Tool, Digital Closet (live for all users as of Jul 2026), Companion Shopping Agent (discount codes, resale value, price alternatives), Personalized Shopping Agent / discovery (in development)
Unique value
First and only tool that instantly compares fashion across both primary retail and secondhand sites in one click—no extra tabs, no ads, no extra searching. Features proprietary multimodal AI agents that operate at 10x the speed and half the cost of off-the-shelf GPTs, with sustainability metrics integrated directly into the shopping experience.
Target customer
Gen Z and millennial women (ages 18-35) who are fashion-conscious, budget-aware, digitally native, and value sustainability in their shopping decisions
Industries served
E-commerce & Digital Retail, Fashion & Apparel, Artificial Intelligence & Machine Learning, Sustainability & Green Technology, Consumer Technology
Technology advantage
Built high-performance ML infrastructure that has reduced search latency by 80% and increased monetized GMV by 40%. Proprietary multimodal agents can analyze large datasets across 250+ million secondhand items and 40,000+ retail sites in real-time. Developing in-house search engine and LLM infrastructure with eBay and Pinterest alumni talent.
How they differentiate
Only AI shopping agent that instantly compares prices across both retail AND secondhand markets (250M+ secondhand items, 150+ resale platforms) with proprietary multimodal AI agents operating at 10x speed and 50% cost of off-the-shelf GPTs. Features unique 'Should I Buy This?' instant price evaluation and sustainability metrics showing 80% carbon footprint reduction for secondhand purchases.
Main competitors
Honey (PayPal), Rakuten Rewards, Karma
Key partnerships
Notable Capital (Series A lead investor), Kleiner Perkins (Seed lead / Series A), Khosla Ventures (Series A), eBay Ventures (strategic investor), SV Angel, Celebrity/angel investors (Seed): Hailey Bieber, Kris Jenner, Sheryl Sandberg, Sara Blakely, Michael Rubin, Celebrity/angel investors (Series A, revealed May 2026): Sydney Sweeney, Paris Hilton, Khloé Kardashian, Alix Earle, Alexandre Arnault, Jessica Alba, Priyanka Chopra Jonas, Karlie Kloss, Mindy Kaling, Ice Spice, Ashley Graham, Halsey, and 20+ others, Tech operators: Vladimir Tenev (Robinhood), Iqram Magdon-Ismail (Venmo), Charles Porch (OpenAI), 9,600+ retail brand partners, Secondhand platforms: The RealReal, Poshmark, Vestiaire Collective, eBay
Notable customers
9,600+ retail brand partners (contemporary to luxury), The RealReal, Poshmark, Vestiaire Collective, eBay
Major milestones
Launched product April 2025, Raised $8M Seed led by Kleiner Perkins (Sep 2025), TIME Best Inventions 2025 and TIME100 Next 2025, Raised $35.5M Series A at $185.5M valuation led by Notable Capital (announced Jan 2026; oversubscribed amount confirmed May 2026), Surpassed 1M users (Jan 2026); 1.5M+ users and 9,600 brand partners (May 2026), Revealed 30+ celebrity Series A angels including Sydney Sweeney, Paris Hilton, Khloé Kardashian (May 29 2026), Digital Closet launched to 100% of users (Jul 2026)
Growth metrics
1.5M+ users (as of May 2026, ~14 months post-launch), 9,600+ retail brand partners, 350M+ products indexed, 11x revenue growth reported at Jan 2026 Series A
Market positioning
AI-native shopping agent for fashion targeting Gen Z and millennial women, positioned as 'Google Flights for fashion' - bridges contemporary and luxury brands with resale market
Geographic focus
United States (New York HQ)
Patents and IP
No registered patents publicly disclosed as of latest update (January 2026)
About Phoebe Gates & Sophia Kianni (Co-CEOs)
Phoebe Gates is a Stanford University graduate (2024) with a Bachelor of Science in Human Biology and a minor in African Studies. She interned at British Vogue (2022) focusing on fashion, technology, and sustainability. She is a recognized reproductive health advocate and social impact advocate. Sophia Kianni is a Stanford graduate, the youngest UN Advisor to the UN Secretary-General on climate change, founder of Climate Cardinals, Forbes 30 Under 30 honoree, and a social entrepreneur.
Latest news about Phia
- Phoebe Gates' AI shopping app Phia raises $35.5M with celebrity backing
- Phia, the AI-powered shopping browser extension co-founded by Phoebe Gates, just raised $35M in Series A funding at a $185M valuation 🚀 The 10-month-old startup has already attracted 1M+ users and 6,2
- Phia, the AI shopping assistant co-founded by Phoebe Gates, just raised $35M at a $185M valuation, reaching 1M+ users and 11x revenue growth in under 10 months. This exemplifies the explosive agentic
- Phia secured 35 million dollars in Series A funding led by Notable Capital, valuing the startup at 185 million dollars. In under a year, the platform reached 1 million users and 6,200 brands. Its AI a
- Phia, co-founded by Phoebe Gates and Sophia Kianni, secured 35M dollars in Series A funding at a 185M dollar valuation to scale its AI commerce layer. 🛍️ By replacing filters with intent-driven agents
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Official website: https://phia.co/
