At just twenty-three years old, Phoebe Gates and Sophia Kianni are capturing the attention of the tech and fashion industries alike with their ambitious creation, Phia — an artificial intelligence–driven fashion platform that has quickly become a focal point for both investors and trend-conscious consumers. Phia functions as an intelligent shopping assistant that leverages the power of machine learning to help users navigate the often overwhelming world of online fashion. Launched publicly in April, the app has already achieved remarkable traction, reportedly attracting more than six hundred thousand users within just a few months of its release. This free tool, available both as a mobile application and a convenient browser extension, allows users to compare prices for apparel and accessories from nearly 40,000 interconnected retail websites, enabling them to discover the most appealing deals across the digital marketplace. For Gates and Kianni, both first-time founders, Phia represents not only their entrepreneurial debut but also a resounding statement of their technical competence and creative vision — one that has already generated a significant wave of interest among major investors.
Their early triumph was validated when, in September, the duo closed an $8 million seed funding round. This financing effort was led by the renowned venture capital powerhouse Kleiner Perkins, with additional contributions from prominent figures such as Kris Jenner, Hailey Bieber, and entrepreneur Michael Rubin. The diversity of these backers illustrates the app’s dual appeal across both the fashion elite and the technology investment landscape.
Phoebe Gates, widely recognized as the youngest daughter of Microsoft cofounder and global philanthropist Bill Gates and Melinda French Gates, brings with her the legacy of one of the world’s most influential entrepreneurial families. Yet, despite having access to the wisdom and resources of her parents, Gates and Kianni deliberately forged their own independent path with Phia. Rather than seeking financial or strategic backing from her family, Gates and her cofounder chose to rely entirely on their own ingenuity, presenting investors with a fully functional product that they had both designed, developed, and refined. In doing so, they positioned themselves as authentic representatives of Generation Z — consumers who not only understand online shopping culture intimately but inhabit it daily. Their pitch, in essence, was not that of seasoned executives leveraging family connections, but of two technology-savvy young women deeply immersed in the fashions, platforms, and digital behaviors they intended to revolutionize. “We are the two girls in college who are obsessed with shopping,” Gates explained, highlighting how their firsthand enthusiasm serves as the beating heart behind their product. “We are the people who are using this product,” she added, emphasizing the authenticity and empathy that underpins their approach.
The two women originally met as college roommates at Stanford University, a setting that became both the birthplace and incubator of their entrepreneurial vision. While at Stanford, Gates initially considered leaving school to dedicate herself entirely to the fledgling startup — a path reminiscent of her father’s departure from Harvard to found Microsoft. However, her parents strongly encouraged her to complete her studies before committing full time to the business world. Respecting their advice, Gates ultimately earned her degree remotely in 2024 before immersing herself completely in the development and management of Phia. Since then, both founders have reflected on the invaluable leadership and organizational lessons they have gathered in the process of building something from the ground up.
One of Phoebe Gates’s most important realizations was that effective leadership involves knowing when to delegate — or metaphorically, when to “fire yourself.” In the company’s earliest days, both founders operated under the belief that every task, from accounting to coding, needed to be managed personally. As the company evolved and expanded to a team of over thirteen employees, Gates discovered that true leadership depends on the trust one places in others. With her background in human biology and Kianni’s education in science and technology, they initially managed financial filings and tax details themselves — roles far removed from their areas of expertise. “At a certain point, you have to let go of certain things and have trust in your team,” she later reflected. The revelation that success depends not on doing everything oneself but on assembling and empowering a capable, motivated team marked a key turning point. Indeed, one of the most valuable pieces of business advice Gates has received is that every company’s strength ultimately hinges on the quality and cohesion of its team. Recognizing their distinct aptitudes, the cofounders learned to divide their responsibilities strategically: Kianni gravitating toward marketing and creative communications, and Gates taking command of financial oversight and fundraising operations.
Given that their enterprise centers on artificial intelligence, the founders have sought to harness AI not just as the product’s foundation but also as a functional accelerator for their own workflows. Gates describes Phia’s internal operations as being “supercharged” by the intelligent use of AI tools — an approach increasingly common among forward-thinking startups. Within their daily routines, AI assists in crafting professional correspondence, refining software code, and even providing constructive critiques on speeches or presentations. Gates appreciates how AI’s analytical precision can highlight logical inconsistencies or inefficiencies in human reasoning, thereby enhancing the team’s output. In one episode of their podcast, *The Burnouts*, the pair discussed how they employ AI systems such as ChatGPT to analyze and deconstruct the patterns behind viral social media videos, enabling them to replicate those dynamics in their own promotional content. Kianni has described AI as “the foundation upon which we’ll thrive as a startup,” underscoring its central role in both their technical and creative ecosystems.
Another guiding principle that the founders have adopted is a counterintuitive one: the ability to “let the little fires burn.” In other words, they recognize that not every minor issue demands immediate attention, and that entrepreneurial focus must remain fixed on strategic goals rather than momentary distractions. Kianni, in particular, resonates with this philosophy during an age saturated with digital noise and competing priorities. “The best skill you can really learn is to be able to effectively prioritize,” she explained. “Just because there is a small fire doesn’t mean that that is the most important thing for you to focus your time and energy on.” Her daily approach reflects this mindset — she begins her mornings with a burst of energy (often fueled, as she quipped, by a can of Celsius), methodically organizing her priorities to ensure that she channels her focus into challenges with the greatest long-term impact. A self-described night owl, she complements Gates’s early-morning habit of reading and analyzing customer feedback. Together they balance each other, with Kianni favoring late-night creative sprints and Gates embracing structured, data-driven mornings. “I’m much more effective when I focus on doing one thing that’s a big problem and solving it within one day, versus trying to tackle micro-fires at once,” Kianni added, encapsulating the duo’s shared commitment to disciplined, focused leadership.
Through their journey, Phoebe Gates and Sophia Kianni illustrate a modern archetype of entrepreneurship — one grounded in authenticity, technological innovation, strategic delegation, and an unrelenting desire to learn. Their success thus far reflects not only their acute understanding of AI and consumer trends but also their ability to translate youthful passion into organizational maturity. In many ways, Phia’s rise embodies the entrepreneurial spirit of a new generation — one unafraid to blend technology with creativity and to transform personal enthusiasm into global impact.
Sourse: https://www.businessinsider.com/phoebe-gates-sophia-kiannis-phia-cofounders-ai-fashion-startup-2025-10
