When Phia’s co-founders Phoebe Gates and Sophia Kianni made the decision to establish an AI startup, they chose to focus on the realm of online shopping, a domain they were well-versed in.
The founders, who crossed paths at Stanford University where they were randomly assigned as roommates, possessed a deep understanding of e-commerce due to their extensive efforts in seeking out the perfect additions to their wardrobes. Recognizing the potential of AI in revolutionizing the shopping experience, they saw an opportunity to innovate and enhance the way people discover, shop, and make purchases.
During her appearance at TechCrunch Disrupt 2025, Gates expressed, “There felt like there was this giant white space for, like, what should we actually buy, and why doesn’t everyone have a personal shopper in their pocket?”
Originating from a class project, the startup demonstrated its initial demand before making its services accessible to the public. Kianni emphasized the importance of finding the right product-market fit before launching.
The tool, accessible as both a browser extension and an app, enables shoppers to compare prices, including those of second-hand items, thereby introducing a sustainability aspect to the shopping journey.
Phia boasts integration with over 150 second-hand platforms and houses a vast database of more than 350 million items in its search repository. Kianni highlighted the environmental benefits of purchasing second-hand items, emphasizing the significant 80% reduction in carbon footprint compared to buying new, in addition to the cost-effectiveness.
Kianni highlighted that the platform aids users in comprehending the value of their purchases. By utilizing Phia, individuals can swiftly determine the potential resale value of an item, thereby making informed decisions regarding their shopping choices.
The startup is currently in the process of developing an AI shopping advisor, designed to assist users in understanding various value factors such as identifying a good deal or predicting an item’s retained value. Moreover, the advisor will offer insights into fashion basics, including whether an item will fit based on the user’s past orders and returns. The sizing insights feature is presently in beta testing with a select group of users.
To attract an audience, the founders employed a range of strategies, including establishing an ambassador program, generating content related to the product’s evolution, and launching a podcast.
Kianni emphasized the significance of leveraging the podcast and other distribution channels to acquire hundreds of thousands of downloads at a minimal cost. Additionally, Gates mentioned that sharing the authentic journey of building a startup with their audience helped forge a connection between Phia’s potential users and the founders.
Gates acknowledged her privileged background, being the daughter of a well-known figure, but stressed that they do not necessarily seek advice from him regarding the business operations. She underscored the importance of connecting with users on a personal level to foster engagement and transparency.
