Phia
Phia is an AI-powered shopping agent offering Gen Z and millennial consumers real-time price comparison, personalized discovery, and resale value estimation across 9,600+ retail brands via mobile app and browser extension.
- Company typePrivate
- Founded2025
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2C
- OfferingSoftware
What Phia does
Phia is an AI-powered shopping agent that helps consumers — primarily Gen Z and millennial women interested in fashion, resale, and sustainable shopping — discover products and compare prices across retail and resale platforms in real time. The platform is delivered through a consumer-facing mobile app and a browser extension, allowing users to search conversationally, receive personalized recommendations tuned to style and budget, track price drops, and estimate resale value before purchasing. Underlying technology combines NLP-driven conversational search, real-time price scanning across approximately 40,000 websites and 350M+ products, and behavioral personalization, with the company reporting an 80% reduction in search latency and retailer outcomes including 13% higher conversion and 30% stronger new-customer acquisition for partner brands.
The business model is a free consumer product monetized through affiliate and referral commissions earned when users complete purchases via retailer partner links. With no disclosed subscription or transaction fee to the consumer, Phia's economics scale directly with conversion volume across its 9,600+ retail brand partner integrations, which include names such as Cult Gaia and Revolve. Go-to-market is product-led growth: consumers self-serve through app stores or browser extension install, while top-of-funnel awareness is driven by a podcast hosted by the founders, influencer and celebrity partnerships (including an Alex Cooper/Call Her Daddy tie-up), event presence, and an unusually large roster of celebrity investor backers who function as organic PR.
The company was founded in April 2025 by Phoebe Gates and Sophia Kianni while they were Stanford roommates and remains headquartered in New York City with a team of approximately 20 employees (fewer than 10 full-time). Phia has raised approximately $43.5M across pre-seed, seed, and Series A rounds led by Notable Capital with Kleiner Perkins and Khosla Ventures, reaching a $185.5M valuation by May 2026 with 1.5M users. Notable tail risks include late-2025 privacy scrutiny of the browser extension's data collection practices and heavy reliance on the affiliate-channel economics tied to retailer program terms.
Phia firmographics
Firmographics- Name
- Phia
- Legal name
- Phia
- Website
- https://phia.com
- Company type
- Private
- Founded year
- 2025
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Phia is an AI-powered shopping agent offering Gen Z and millennial consumers real-time price comparison, personalized discovery, and resale value estimation across 9,600+ retail brands via mobile app and browser extension.
- Ownership category
- akta.pro rank
Phia industry classification
Industry- Product category
- AI Shopping Assistant
- NAICS
- Used Merchandise Retailers (459510), Electronics and Appliance Retailers (4492), General Merchandise Retailers (455)
- SIC
- Retail-Catalog & Mail-Order Houses (5961)
- akta.pro primary industry
- Comparison Shopping & Price Discovery Portals (BPAMAAAJ)
- akta.pro secondary industry
- Price Comparison/Aggregator Generalist Marketplaces (CRAFAAAI)
Keywords
Where Phia is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Phia business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Affiliate/Referral Commissions: Phia earns referral commissions when users complete purchases through the platform after being matched with products or clicking through to retailer sites. This is the primary revenue stream, generated through affiliate partnerships with integrated retailers.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Phia product offering
Product offeringCore offering
Phia operates an AI-powered shopping agent delivered through a consumer-facing mobile app and browser extension. The platform scans approximately 40,000 retail and resale websites in real time to compare prices, surface personalized product recommendations, and estimate resale value across a catalog of 350 million+ products from about 9,600 brand partners. Revenue is generated primarily through affiliate and referral commissions when users complete purchases at partner retailers.
Product overview
Phia is an AI-powered shopping platform consisting of a mobile app and browser extension that work together as a unified personal shopping assistant. The platform's core AI Shopping Agent technology compares prices across retail and resale platforms in real-time, scanning over 350 million products across nearly 10,000 retail brand partners. Key features include a Price Comparison Engine, Resale Value Calculator, and Alternative Product Sourcing, all powered by AI recommendations. The platform has achieved 1.5 million users and 9,600 retail brand partners, with retailers reporting 13% higher conversion rates.
Differentiator
Problem solved
Functional benefit
Products and services
- Phia Mobile App AI-powered native mobile application (iOS and Android) that lets consumers search, compare prices, and discover personalized product matches across retail and resale platforms. Targeted at individual Gen Z and Millennial fashion shoppers.
- Phia Browser Extension Browser extension that enables consumers to compare prices, find secondhand and resale alternatives, and access discounts while browsing retail and resale websites. Drives affiliate conversions for Phia.
Quantifiable outcome
- Retailers see 13% higher conversion rates and 30% stronger new customer acquisition
- +2 more outcomes
Companies that use Phia
Customer profileSegments1 record
Ideal customer profiles2 records
Phia technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature4 records
Phia partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Retail Brand Partners (9,600+)corePhia has integrated with 9,600+ retail brands including Cult Gaia and Revolve. These partnerships enable affiliate revenue through product links and price comparison features.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
Phia competitors and assessment
Company assessmentEmerging players
- Stylitics: AI-driven fashion personalization and outfit recommendation platform for retailers. Comparable AI-in-fashion technology but B2B SaaS go-to-market rather than consumer-facing.
- CamelCamelCamel: Amazon-focused price tracking and drop-alert service with browser extension and site. Overlap in price-tracking mechanics and affiliate/lead-gen revenue model.
Direct peers
- Coupert: Browser extension that automatically finds coupons, cashback, and price comparisons at checkout. Closely comparable extension-based affiliate monetization model with growing user base.
- Rakuten: Cashback and affiliate shopping platform operating browser extension and mobile app globally. Comparable business model (affiliate-driven, consumer-facing price discovery) at much larger scale.
- Honey: Browser-based price comparison and coupon platform acquired by PayPal for $4B. Directly comparable as a consumer-facing price/coupon extension and affiliate monetization business, and the most cited competitive reference for Phia's model.
- Capital One Shopping (formerly Wikibuy): Capital One-owned browser extension and app that compares prices, applies coupons, and earns affiliate commissions. Closest direct competitor in product mechanics and target shopper profile.
- ShopStyle (now Verishop): Fashion-focused shopping aggregator that lets consumers search and compare across retailers with affiliate monetization. Closest vertical match to Phia's fashion-led product positioning.
Broad incumbents
- Klarna: Global payments and shopping network with growing AI shopping assistant (Ask Klarna) that compares products across retailers. Same target merchant and consumer base, but anchored to BNPL economics rather than pure affiliate.
- Shopify Shop: Shopify's consumer shopping app with package tracking, product discovery, and Shop Pay. Adjacent competitor that could leverage Shopify merchant data to launch comparable AI shopping agent features.
- Amazon Rufus: Amazon's generative AI shopping assistant that helps consumers discover and compare products. Largest competitive threat given scale of Amazon's catalog data and traffic.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Phia social profiles
Digital presencePhia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Phia leadership team
Management profileNumber of profiles
Profiles2 records
Phia funding detail
Funding detailFunding overview
Funding rounds7 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Phia M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Phia
What does Phia do?
Phia operates an AI-powered shopping agent delivered through a consumer-facing mobile app and browser extension. The platform scans approximately 40,000 retail and resale websites in real time to compare prices, surface personalized product recommendations, and estimate resale value across a catalog of 350 million+ products from about 9,600 brand partners. Revenue is generated primarily through affiliate and referral commissions when users complete purchases at partner retailers.
Is Phia a public or private company?
Phia is a private company. It is classified as venture growth investor backed and is currently operating.
When was Phia founded?
Phia was founded in 2025. It employs 51 to 100 people.
Where is Phia based?
Phia is headquartered in New York, United States, in the North America region.
How does Phia make money?
One revenue line is on record: affiliate/Referral Commissions.
Who are Phia's main competitors?
Emerging players on record are Stylitics and CamelCamelCamel. Direct peers are Coupert, Rakuten, Honey, Capital One Shopping (formerly Wikibuy) and ShopStyle (now Verishop). Broad incumbents are Klarna, Shopify Shop and Amazon Rufus.
Does Phia have an API?
No public API is recorded for Phia.
What industry is Phia in?
Phia's product category is AI Shopping Assistant. Its primary akta.pro industry code is BPAMAAAJ, Comparison Shopping & Price Discovery Portals, with a secondary code of CRAFAAAI, Price Comparison/Aggregator Generalist Marketplaces. Its NAICS code is 459510 and its SIC code is 5961.