Phoebe Gates, daughter of Bill and Melinda French Gates, is co-founding an A.I.-powered e-commerce startup called Phia with Stanford roommate Sophia Kianna. Launched in April 2025, Phia offers a shopping assistant app that compares prices across 40,000 sites, addressing frustrations with online shopping. Initially a class project, their concept evolved after receiving a $250,000 Stanford grant and securing $8 million in seed funding from notable investors like Sheryl Sandberg and Hailey Bieber.
Phia focuses on sustainability, integrating 150 resale sites and 350 million secondhand items, reflecting the founders’ commitment to mindful shopping. Enhancements include features that show item depreciation, promoting quality over fast fashion. The duo actively engages with users, conducting bi-weekly feedback sessions to refine the app. Gates emphasizes learning from industry leaders rather than relying on her parents, seeking to innovate in the e-commerce landscape. With over 600,000 users and growing, Phia aims to reshape the online shopping experience.
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