With Phia’s AI, the new luxury is knowing what’s worth buying
Updated
January 24, 2026 11:00 AM

Phoebe Gates and Sophia Kianni, founders of Phia. PHOTO: PHIA
AI has transformed how we shop—predicting trends, powering virtual try-ons and streamlining fashion logistics. Yet some of the biggest pain points remain: endless scrolling, too many tabs and never knowing if you’ve overpaid. That’s the gap Phia aims to close.
Co-founded by Phoebe Gates, daughter of Bill Gates, and climate activist Sophia Kianni, Phia was born in a Stanford dorm room and launched in April 2025. The app, available on mobile and as a browser extension, compares prices across over 40,000 retailers and thrift platforms to show what an item really costs. Its hallmark feature, “Should I Buy This?”, instantly flags whether something is overpriced, fair or a genuine deal.
The mission is simple: make shopping smarter, fairer and more sustainable. In just five months, Phia has attracted more than 500,000 users, indexed billions of products and built over 5,000 brand partnerships. It also secured a US$8 million seed round led by Kleiner Perkins, joined by Hailey Bieber, Kris Jenner, Sara Blakely and Sheryl Sandberg—investors who bridge tech, retail and culture. “Phia is redefining how people make purchase decisions,” said Annie Case, partner at Kleiner Perkins.
Phia’s AI engine scans real-time data from more than 250 million products across its network, including Vestiaire Collective, StockX, eBay and Poshmark. Beyond comparing prices, the app helps users discover cheaper or more sustainable options by displaying pre-owned items next to new ones—helping users see the full spectrum of choices before they buy. It also evaluates how different brands perform over time, analysing how well their products hold resale value. This insight helps shoppers judge whether a purchase is likely to last in value or if opting for a second-hand version makes more sense. The result is a platform that naturally encourages circular shopping—keeping items in use longer through resale, repair or recycling—and resonates strongly with Gen Z and millennial values of sustainability and mindful spending.
By encouraging transparency and smarter choices, Phia signals a broader shift in consumer technology: one where AI doesn’t just automate decisions but empowers users to understand them. Instead of merely digitizing the act of shopping, Phia embodies data-driven accountability—using intelligent search to help consumers make informed and ethical choices in markets long clouded by complexity. Retail analysts believe this level of visibility could push brands to maintain accurate and competitive pricing. Skeptics, however, argue that Phia must evolve beyond comparison to create emotional connection and loyalty. Still, one fact stands out: algorithms are no longer just recommending what we buy—they’re rewriting how we decide.
With new funding powering GPU expansion and advanced personalization tools, Phia’s next step is to build a true AI shopping agent—one that helps people buy better, live smarter and rethink what it means to shop with purpose.
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Can innovation truly deliver affordable housing to those who need it most?
Updated
January 8, 2026 6:35 PM
Close up of a 3D printer nozzle pouring concrete. PHOTO: ICON
The affordable housing crisis has become one of the most pressing challenges of our time. Across the globe, millions of people are struggling to secure a roof over their heads. In cities like San Francisco, housing prices are so high that even middle-income families find themselves shut out of the market.
The root of this crisis lies in a persistent imbalance: the supply of housing has failed to keep pace with growing demand. Factors such as high construction costs, bureaucratic hurdles, and limited available land in urban areas have made it increasingly difficult to build enough homes quickly and affordably. The result is a market where housing remains inaccessible to millions, even as the need becomes more urgent.
Technology is now stepping in to address these challenges in ways that were unimaginable just a decade ago. From streamlining construction processes to introducing new financing models and data-driven tools, tech innovations are rethinking how homes are built, financed, and accessed. But while these advancements offer hope, they also raise important questions: can they truly address the root causes of the housing crisis, or are they simply patching up a fractured system?
The housing crisis begins with supply shortage: we simply aren’t building enough homes. Traditional construction methods are expensive, slow, and reliant on labor that is increasingly hard to find. This is where technology is making its most significant impact. Startups likeICON and Veev are leading the charge, using cutting-edge solutions to make housing more efficient and affordable.
ICON, for instance, uses 3D printing to build homes faster and at a lower cost. By printing the structure of a house directly on-site, ICON reduces waste, labor requirements, and construction time. Entire neighborhoods of 3D-printed homes are already being built, showcasing how this technology can scale.
Veev, on the other hand, focuses on prefabricated construction. By manufacturing high-quality components like walls and steel frames in a controlled factory environment, Veev eliminates inefficiencies associated with on-site building. These components are then assembled on location, drastically reducing construction time and costs. This approach mirrors the principles of mass production seen in industries like automotive manufacturing, where efficiency and scalability are key.
While building more homes is essential, access to housing often depend son financing. For many people, especially those with low or irregular incomes, the traditional mortgage system presents insurmountable barriers. Fintech innovations are stepping in to make housing financing more inclusive and flexible.
Access to affordable housing often hinges on financing, and innovative financial technology (fintech) solutions are beginning to change the landscape. Some platforms are offering new ways for individuals to transition from renting to owning, while others are introducing shared equity models that reduce the traditional barriers of large down payments and strict credit requirements. For example, companies like Point use shared-equity financing, where homeowners receive funds in exchange for a percentage of their home’s future value instead of taking on traditional debt. Meanwhile, startups are building tools that automate and simplify and revolutionizing the mortgage process, making it easier for underserved populations to access loans tailored to their needs.
Blockchain technology is also changing the game. By digitizing land titles and creating secure records of financial transactions, blockchain reduces the complexity and difficulty of accessing credit, especially for those with limited traditional credit. This is particularly impactful in regions where informal economies dominate and traditional proof of income is scarce. These tools create a pathway to homeownership for individuals who would otherwise be excluded from the system.
Beyond building and financing, technology is transforming how we understand and address housing needs. Artificial intelligence (AI) is revolutionizing risk assessment in the mortgage industry by analyzing a broader range of financial behaviors, such as rent and utility payments, to provide a more inclusive picture of creditworthiness.
At the same time, AI and big data are helping policymakers and developers make smarter decisions about where and how to build. By analyzing population trends, commuting patterns, and infrastructure needs, these tools ensure that new housing developments are built in the right places, reducing wasteful construction and improving urban planning.
For example, startups are using 3D scanning and machine learning to map informal settlements and identify buildings at risk of collapse. These insights not only improve safety but also guide investment toward areas where housing is most desperately needed.
The housing crisis is one of the most complex challenges of our time, and technology alone cannot solve it. But it can provide powerful tools to address specific pain points, from streamlining construction to expanding access to financing. Startups like ICON, Veev, and Landis are proving that innovation can lower costs, improve efficiency, and make housing more inclusive.
However, the ultimate solution lies in a combination of technology, policy reform, and community engagement. Governments must work alongside tech innovators to create urban environments that prioritize affordability, sustainability, and accessibility.
The future of housing isn’t just about building more homes; it’s about building smarter, greener, and fairer cities where everyone has a place to call home. By integrating cutting-edge technologies with forward-thinking policies, we can move closer to a world where affordable housing is not an aspiration but a reality.
The question is no longer whether technology can solve the housing crisis—it’s how we will use it wisely to create lasting change.