Phoebe Gates and Sophia Kianni, founders of Phia. PHOTO: PHIA
With Phia’s AI, the new luxury is knowing what’s worth buying.
Updated
December 19, 2025 9:26 PM
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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Bindwell is testing a simple idea: use AI to design smarter, more targeted pesticides built for today’s farming challenges.
Updated
November 28, 2025 4:18 PM
Researcher tending seedlings in a laboratory environment. PHOTO: FREEPIK
Bindwell, a San Francisco–based ag-tech startup using AI to design new pesticide molecules, has raised US$6 million in seed funding, co-led by General Catalyst and A Capital, with participation from SV Angel and Y Combinator founder Paul Graham. The round will help the company expand its lab in San Carlos, hire more technical talent and advance its first pesticide candidates toward validation.
Even as pesticide use has doubled over the last 30 years, farmers still lose up to 40% of global crops to pests and disease. The core issue is resistance: pests are adapting faster than the industry can update its tools. As a result, farmers often rely on larger amounts of the same outdated chemicals, even as they deliver diminishing returns.
Meanwhile, innovation in the agrochemical sector has slowed, leaving the industry struggling to keep up with rapidly evolving pests. This is the gap Bindwell is targeting. Instead of updating old chemicals, the company uses AI to find completely new compounds designed for today’s pests and farming conditions.
This vision is made even more striking by the people leading it. Bindwell was founded by 18-year-old Tyler Rose and 19-year-old Navvye Anand, who met at the Wolfram Summer Research Program in 2023. Both had deep ties to agriculture — Rose in China and Anand in India — witnessing up close how pest outbreaks and chemical dependence burdened farmers.
Filling the gap in today’s pesticide pipeline, Bindwell created an AI system that can design and evaluate new molecules long before they hit the lab. It starts with Foldwell, the company’s protein-structure model, which helps map the shapes of pest proteins so scientists know where a molecule should bind. Then comes PLAPT, which can scan through every known synthesized compound in just a few hours to see which ones might actually work. For biopesticides, they use APPT, a model tuned to spot protein-to-protein interactions and shown to outperform existing tools on industry benchmarks.
Bindwell isn’t selling AI tools. Instead, the company develops the molecules itself and licenses them to major agrochemical players. Owning the full discovery process lets the team bake in safety, selectivity and environmental considerations from day one. It also allows Bindwell to plug directly into the pipelines that produce commercial pesticides — just with a fundamentally different engine powering the science.
At present, the team is now testing its first AI-generated candidates in its San Carlos lab and is in early talks with established pesticide manufacturers about potential licensing deals. For Rose and Anand, the long-term vision is simple: create pest control that works without repeating the mistakes of the last half-century. As they put it, the goal is not to escalate chemical use but to design molecules that are more precise, less harmful and resilient against resistance from the start.