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.
Keep Reading
Take charge of your finances with these top budget monitoring apps that make tracking spending simple, smart, and stress-free.
Updated
January 8, 2026 6:36 PM
.webp)
A phone next to a laptop, displaying a stock market app. PHOTO: UNSPLASH
Managing personal finances can feel overwhelming, especially with the countless expenses we juggle daily. Thankfully, budget monitoring apps are hereto save the day. These handy tools help you track your spending, set financial goals, and build better money habits—all from the convenience of your smartphone.
Whether you're saving for a vacation, paying off debt, or just trying to avoid those end-of-the-month surprises, budget tracker apps can provide clarity and control over your finances. Here are 5 budget monitoring apps that will keep your spending on track.
If simplicity is what you’re after, Monefy is the solution. Known for its highly intuitive interface, Monefy lets users track their spending with just a few taps. Unlike many budget apps that overwhelm you with features, Monefy focuses on the essentials, making it great for beginners or anyone looking for a straightforward way to manage their money.
Monefy is perfect for users who want a no-frills app to track spending or beginners just dipping their toes into budgeting.
Budgeting doesn’t have to feel like a chore, and Fortune City proves just that. This app gamifies your financial habits by turning expense tracking into a city-building game. Every category of spending contributes to your virtual city’s development, making it an enjoyable way to visualize where your money is going.
Fortune City is ideal for those who find traditional budgeting boring or intimidating and want a fun way to stay consistent.
Jupiter combines the best of both worlds: digital banking and budgeting. This app integrates directly with your bank account, automatically categorizing transactions and providing insights into your spending patterns. It’s not just a budget tracker—it’s a full-fledged financial assistant.
Jupiter is best for users who want a hands-off budgeting experience and prefer an all-in-one app for banking and money management.
Inspired by the envelope budgeting method, GoodBudget offers a digital twist on this classic approach. Instead of physical envelopes, you allocate your money into virtual "envelopes" for different spending categories. This app encourages disciplined spending and is particularly effective for budgeters who like to plan ahead.
GoodBudget is ideal for planners who like a structured approach to budgeting and don’t mind manual tracking.
Wally is a feature-packed app designed for users who want deep insights into their spending habits. Its sleek design, multi-currency support, and detailed financial reports make it a standout option, especially for frequent travelers or professionals juggling multiple accounts.
Wally is perfect for users who want advanced budgeting tools and detailed insights, especially those with international financial needs.
Budget monitoring apps are powerful tools that simplify the often-daunting task of managing your finances. Whether you’re drawn to the playful gamification of Fortune City, the structured approach of GoodBudget, or the all-in-one convenience of Jupiter, there’s an app tailored to your preferences and goals.
These apps don’t just track your spending—they help you build better habits, gain financial clarity, and take control of your money. With the right app in your pocket, managing your budget becomes less of a chore and more of are warding journey toward financial freedom. So why wait? Choose an app, start tracking, and watch your financial confidence grow!