Phia, a NYC-based company developing a shopping agent service, has raised $35 million in Series A funding led by Notable Capital.
The round also saw participation from Khosla Ventures and returning investor Kleiner Perkins.
The company plans to use the funds to enhance its core AI capabilities, expand its team, and grow its network of brand partners.
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This funding will boost Phia’s AI capabilities, powering a personalized shopping agent that processes millions of searches daily. Phia’s ML infrastructure has cut search latency by 80% and increased monetized GMV by 40%. Next, real time LLM agents will deliver richer, preference-driven shopping experiences for each user.
Phia’s core offering is an AI shopping agent integrated into users’ natural shopping flow, providing real time insights to help them make smarter purchase decisions. Driven by organic founder-led marketing, Phia has grown to over 2 million followers and 430+ million views across its platforms. Next, users will see personalized rewards, taste-aware recommendations, and community-curated digital closets.
The rise of AI in commerce reflects growing investor interest in consumer AI platforms. Phia’s investors include Hans Tung of Notable Capital, a 13-time Forbes Midas List honoree who has backed Airbnb, Anthropic, and TikTok; Keith Rabois of Khosla Ventures, a five-time Midas List recipient; and Annie Case, a returning investor from Kleiner Perkins.
“We are a lean, high-agency team focused on building the category-defining AI commerce platform,” said Sophia Kianni. “If you want to move fast and tackle tough challenges at the intersection of commerce and consumer AI, Phia is the place to be. This funding lets us bring in top talent to scale that mission.”
“Shopping was built for an internet of pages and filters, not one guided by agents,” said Hans Tung. “Now, AI connects people and products, and the challenge is understanding intent, taste and trust in real time. Phia is building the intelligence layer for this new era.”
Phia helps brand partners drive measurable results with a zero-upfront, performance-based model. In the coming months, it will expand offerings with dashboards that give real-time insights into audience behavior, trends, category positioning, and more.
About Phia
Founded by Phoebe Gates and Sophia Kianni, Phia is creating the AI alignment layer between consumers and brands. With over 1 million downloads, Phia’s shopping agent turns real-time consumer intent into personalized product discovery, powered by intelligence from a network of 6,200 brands.
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