Phoebe Gates, the youngest daughter of Microsoft co-founder Bill Gates and philanthropist Melinda French Gates, has recently made headlines with the launch of her new venture, Phia—a digital fashion startup co-founded with her former Stanford roommate, Sophia Kianni. The platform aims to revolutionize online shopping by aggregating prices for both new and secondhand clothing items across over 40,000 retailers, offering users a streamlined and sustainable shopping experience.
Phia has been described as the “Google Flights” for fashion, providing real-time price comparisons and personalized recommendations. The app’s features include a “Should I Buy This?” button, which offers insights into whether a product is a good deal, and a sustainability dashboard that tracks users’ eco-impact by highlighting secondhand purchases and carbon footprint reductions. By integrating AI technology, Phia caters to the growing demand for conscious consumerism among Gen Z shoppers.
Despite her privileged background, Phoebe Gates has emphasized her desire to build Phia independently. In interviews, she has acknowledged the advantages of her upbringing but also expressed a strong need to prove herself beyond her family’s legacy. Notably, she chose not to seek financial backing from her father for Phia. Bill Gates, who has publicly stated that his children will inherit less than 1% of his wealth, expressed relief that Phoebe did not ask for funding, noting that his involvement could have complicated their relationship and the business dynamics.
Phoebe’s commitment to independence extends to her educational choices. While her father famously dropped out of Harvard to start Microsoft, Phoebe completed her degree in human biology at Stanford University, graduating early in 2024. She revealed that her parents were cautious about her entrepreneurial ambitions, insisting that she finish her education before launching a business.
In addition to Phia, Phoebe and Sophia co-host a podcast titled “The Burnouts,” where they candidly discuss their experiences as young entrepreneurs. The podcast aims to resonate with ambitious young women navigating career challenges, offering an unfiltered look into the realities of building a startup from the ground up.
Phia has attracted attention from high-profile investors, including Kris Jenner and Spanx founder Sara Blakely. However, the startup has also faced criticism. TikTok influencer and luxury brand expert Jarrod Jenkins publicly called out the Phia team for allegedly requesting unpaid promotion of the app. Jenkins shared messages from the Phia team offering early access in exchange for unpaid promotion, which he found disrespectful given his usual fees and the Gates family’s wealth. His critique sparked online discussions about privilege and fair compensation in influencer marketing.
Despite the controversy, Phoebe Gates remains focused on Phia’s mission to make sustainable fashion accessible and affordable. By leveraging technology and embracing transparency, she and Sophia Kianni are redefining what it means to be startup founders in the modern era. Their journey reflects a blend of innovation, resilience, and a commitment to social impact, setting a new standard for aspiring entrepreneurs.
