Phoebe Gates and Sophia Kianni are building a smarter way to shop online, and it's already changing how thousands of women find what they love without overspending

We all know the feeling. You find the perfect dress for an upcoming wedding. It’s sleek, timeless, fits your style and then you see the price tag: $150. You want it, but it’s out of budget. And honestly, the idea of spending another hour opening tabs and cross-checking secondhand sites? Exhausting.

This is the problem Phia is solving.

Founded by Stanford roommates Phoebe Gates (yep, that Gates) and Sophia Kianni (climate activist + Forbes 30U30), Phia is a free app and web extension that compares prices across more than 40,000 retailers, new and secondhand, and helps you decide whether what you’re about to buy is actually worth it.

(L-R) Sophia Kianni and Phoebe Gates.

It also tells you if something is overpriced and points you to better-priced alternatives. And yes, it surfaces those hidden gems from places like The RealReal, eBay, and Poshmark without you doing any of the heavy lifting.

Why this matters to our community

At Products by Women, we meet thousands of women each year who are building, pivoting, or trying to spend more intentionally. Tools like Phia aren't just about saving money, they’re about giving you more power as a consumer.

Instead of making a rushed purchase, Phia helps you see if that jacket you love is listed for less somewhere else or if there’s a resale version in great condition that’s easier on your wallet and the planet.

It’s like having a super-informed friend sitting next to you while you shop, whispering, “Wait, don’t check out just yet, I found this for half the price.”

What we’re hearing from users

From power users in the resale space to casual online shoppers, here’s what people are saying:

“I collect vintage Tom Ford. Phia helped me find velvet pants listed on Depop for a fraction of the price compared to another major reseller. That kind of info changes the game.”

“I’ve saved hundreds. I used to bounce between sites and tabs. Now Phia just shows me where the deals are. I’m buying secondhand more because it feels more accessible now.”

“I used to save links in my Notes app. Now I just build collections in Phia, track price drops, and shop when it feels right.”

“With prices going up, this app helped me keep my style without compromising my budget. I now buy everything secondhand.”

And this one hit us:

“I didn’t think I’d ever write a review for a shopping app, but here we are. Phia made me rethink how I buy clothes.”

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How it works

- While shopping in Safari, tap the “Should I Buy This?” button

- Phia compares prices in real-time across 250 million secondhand and retail listings

- It gives you a deal score and shows better options if it finds them

- You can save items into collections, track price drops, and shop with way more confidence

All of this happens while you browse like you normally do. No interruptions. No ads. No chaos.

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What’s next for Phia?

They are rolling out a brand new homepage. Next up: price drop alerts on everything you’ve been watching. So if you’ve been eyeing something for weeks, Phia will let you know the moment it drops.

They’re also growing their team and hiring for a Product Designer, iOS Engineer (Swift), and ML Backend Engineer. Reach out to hiring@phia.com if that’s you or forward to someone brilliant.

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Why we’re spotlighting this

We share a lot of stories at Products by Women but the ones that resonate most are those that blend intention, tech, and lived experience. Two women in a dorm room built something because they were tired of wasting time and money shopping online. And now? Thousands of people are saving money, reducing waste, and shopping smarter.

If you're building something that helps people make better decisions, live more intentionally, or tap into systems that were never designed with us in mind—we want to hear from you.

Want to be featured next? Reach out.

And if this story resonates with you, pass it along. That’s how we grow. That’s how we build.

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