Phia: The AI shopping agent for the next generation

Shopping online should be simple. But for most people, it still feels surprisingly hard to know if you’re getting a good deal. Prices vary across platforms. Sizing isn’t consistent. And secondhand options, while growing fast, are scattered across dozens of sites. What should be easy and fun ends up being time-consuming, expensive, and full of guesswork.

Phia is an AI shopping agent that sits directly in your browser and helps you shop smarter. It checks prices across more than 40,000 websites to instantly surface better options. If a $500 handbag is $200 on The RealReal and $300 on Poshmark, Phia can tell you in a single click.

Phoebe and Sophia, Phia’s co-founders, met as college roommates at Stanford. They bonded over fashion, but also over the frustration of not knowing if they were overpaying or buying something that would actually fit. What started in their dorm room led to interviews with hundreds of shoppers across campuses, and a realization that these friction points were widespread.

Since launching just five months ago, Phia has reached 500,000 installs, driven tens of millions in sales, and secured 5,000 direct brand partnerships.

Price comparison is just the start. Phia’s vision is to become a true shopping companion, helping with everything from sizing recommendations, to shipping and return policies, to personalized discovery.

We’re proud to lead Phia’s seed round and to support Phoebe and Sophia as they reimagine how the next generation shops online. If you haven’t tried Phia yet, check it out on the App Store (join.phia.com) or download the Chrome extension at GoPhia.com.

—Annie