**Phia App Secures $35.5 Million Funding Boost: A New Era in AI Shopping**
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Phia, an innovative AI shopping application, has recently celebrated a substantial funding milestone, securing $35.5 million in new seed funding. Founded by Phoebe Gates and Sophia Kianni, the application aims to revolutionise the shopping experience by providing real-time price comparisons and helping consumers make informed purchasing decisions. This latest round of investment brings the total funding to an impressive $43.5 million since the app’s inception in April 2025.
The fresh investment was spearheaded by notable firms including Notable Capital, Khosla Ventures, and Kleiner Perkins. In addition to significant financial backing, Phia has also attracted several high-profile celebrity supporters, enhancing its visibility in the competitive retail landscape. Among the new investors are renowned personalities such as Khloé Kardashian, Alix Earle, Olivia Culpo, Paris Hilton, Mindy Kaling, Jessica Alba, Sydney Sweeney, and Priyanka Chopra Jonas.
Kardashian, who cited her mother Kris Jenner as an inspiration for her investment, expressed enthusiasm about participating in this venture. “My mum has always had an eye for what’s next, so when Kris Jenner invests in something, I pay attention,” said the 41-year-old reality star. This endorsement from such influential figures signals a growing trend of celebrity involvement in tech startups, particularly those led by women.
The Phia app has rapidly gained traction, boasting over 1.5 million users and partnerships with more than 9,600 retail brands. Its innovative platform allows users to assess resale values, discover better-priced alternatives, and track price drops in real-time. This feature set is designed to streamline the shopping process, eliminating the need for consumers to spend excessive time comparing prices manually.
Jessica Alba, another enthusiastic backer, praised the app’s ability to simplify the shopping experience. “I’ve always believed in investing in pieces you truly love and will wear for years, not just for a season,” the actress stated. She highlighted how Phia provides transparency around shopping decisions, empowering consumers to feel confident about their purchases rather than second-guessing their choices.
Alix Earle, another prominent young investor, underscored the importance of supporting female entrepreneurs. “As a female founder myself, I believe in the importance of women supporting women in business,” she remarked. Earle expressed pride in backing fellow female founders who are developing forward-thinking solutions that are set to shape the future of various industries.
Phoebe Gates, the youngest daughter of Bill Gates and Melinda French Gates, has been a long-time friend of Kianni, having met during their time at Stanford University. The duo’s collaborative spirit is evident in their shared vision for Phia. Gates articulated the necessity of modernising the shopping experience, noting, “AI is reshaping nearly every industry, but shopping is stuck in the past.” She added that consumers continue to waste time searching for deals while often ending up overpaying, emphasising Phia’s potential to change this narrative.
In addition to its recent funding success, Phia’s impact on the industry has not gone unnoticed, as it was named one of TIME’s Best Inventions of the year shortly after its launch. This accolade reflects the app’s innovative approach to retail and its ability to address common frustrations faced by consumers.
With this newfound capital and celebrity endorsements, Phia is poised for significant growth, aiming to further expand its user base and enhance its functionalities. As the landscape of digital shopping continues to evolve, Phia appears to be at the forefront, equipped with the tools to meet the demands of modern consumers while championing diversity within the tech industry.