Phia, an AI-powered shopping app co-founded by Phoebe Gates and Sophia Kianni, has raised $30 million in new financing that values the company at about $180 million, according to Bloomberg. A Phia spokesperson confirmed the round. The funding round was led by Notable Capital. Kleiner Perkins and Khosla Ventures also reportedly participated in the round along with several celebrity backers, including Hailey Bieber, Kris Jenner, Sheryl Sandberg, and Sara Blakely .
This funding marks a sharp step up from the company’s prior $8 million seed round announced in September. It comes as Phia pushes to broaden adoption of its shopping assistant across mobile and browser-based experiences.
Phia positions itself as a way to reduce the friction of online shopping by scanning large numbers of retail and resale sites so shoppers can compare pricing and find alternatives, with an emphasis on fashion and secondhand discovery. The product was launched earlier in 2025 as an iOS app and browser extension and uses AI to evaluate whether a listing price looks high, low, or typical based on market signals and comparable inventory.
Investor interest has been driven in part by early traction and high-profile backers. Media reports about Phia’s earlier seed round cited Kleiner Perkins as the lead, alongside celebrity and operator investors that included Kris Jenner, Hailey Bieber, Sheryl Sandberg, and Sara Blakely.
Phia has also leaned into sustainability messaging by steering users toward resale options and encouraging shoppers to treat secondhand inventory as a first stop rather than a fallback. The company says its search engine pulls listings from over 40,000 retail and resale sites, and the app has reached hundreds of thousands of users since launch.
