Phia Raises $35M Series A to Build AI Alignment Layer for Commerce

Phia, the AI-powered shopping platform co-founded by TJHSST alumna Sophia Kianni and Phoebe Gates, raised a $35 million Series A at a $185 million valuation, led by Notable Capital with participation from Keith Rabois of Khosla Ventures and Kleiner Perkins. The round comes just months after an $8 million seed backed by Hailey Bieber, Kris Jenner, and former Meta executive Sheryl Sandberg.

Launched in April 2025, Phia uses AI to help consumers find and compare prices on visually similar items, estimate resale value, and track price drops across retailers. The platform maintains a database of more than 300 million secondhand fashion items. In its first 10 months, Phia surpassed 1 million users and achieved 11x revenue growth.

Kianni, also the founder of Climate Cardinals and a UN advisor, brings a sustainability angle: Phia's secondhand suggestions can save users 75% on price and reduce carbon by 80% compared to buying new.