With Phia’s AI, the new luxury is knowing what’s worth buying
Updated
February 10, 2026 12:56 PM
Phoebe Gates and Sophia Kianni, founders of Phia. PHOTO: PHIA
AI has transformed how we shop—predicting trends, powering virtual try-ons and streamlining fashion logistics. Yet some of the biggest pain points remain: endless scrolling, too many tabs and never knowing if you’ve overpaid. That’s the gap Phia aims to close.
Co-founded by Phoebe Gates, daughter of Bill Gates, and climate activist Sophia Kianni, Phia was born in a Stanford dorm room and launched in April 2025. The app, available on mobile and as a browser extension, compares prices across over 40,000 retailers and thrift platforms to show what an item really costs. Its hallmark feature, “Should I Buy This?”, instantly flags whether something is overpriced, fair or a genuine deal.
The mission is simple: make shopping smarter, fairer and more sustainable. In just five months, Phia has attracted more than 500,000 users, indexed billions of products and built over 5,000 brand partnerships. It also secured a US$8 million seed round led by Kleiner Perkins, joined by Hailey Bieber, Kris Jenner, Sara Blakely and Sheryl Sandberg—investors who bridge tech, retail and culture. “Phia is redefining how people make purchase decisions,” said Annie Case, partner at Kleiner Perkins.
Phia’s AI engine scans real-time data from more than 250 million products across its network, including Vestiaire Collective, StockX, eBay and Poshmark. Beyond comparing prices, the app helps users discover cheaper or more sustainable options by displaying pre-owned items next to new ones—helping users see the full spectrum of choices before they buy. It also evaluates how different brands perform over time, analysing how well their products hold resale value. This insight helps shoppers judge whether a purchase is likely to last in value or if opting for a second-hand version makes more sense. The result is a platform that naturally encourages circular shopping—keeping items in use longer through resale, repair or recycling—and resonates strongly with Gen Z and millennial values of sustainability and mindful spending.
By encouraging transparency and smarter choices, Phia signals a broader shift in consumer technology: one where AI doesn’t just automate decisions but empowers users to understand them. Instead of merely digitizing the act of shopping, Phia embodies data-driven accountability—using intelligent search to help consumers make informed and ethical choices in markets long clouded by complexity. Retail analysts believe this level of visibility could push brands to maintain accurate and competitive pricing. Skeptics, however, argue that Phia must evolve beyond comparison to create emotional connection and loyalty. Still, one fact stands out: algorithms are no longer just recommending what we buy—they’re rewriting how we decide.
With new funding powering GPU expansion and advanced personalization tools, Phia’s next step is to build a true AI shopping agent—one that helps people buy better, live smarter and rethink what it means to shop with purpose.
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Six technology companies showcased solutions for financial research, wealth management, consumer insight and security to investors and institutions.
Updated
November 14, 2026 11:54 PM
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Arnold Lau and King Leung (back row, fourth and fifth from left), Associate Directors-General of Investment Promotion at InvestHK, join the Ventureport team and representatives from the six technology companies. PHOTO: VENTUREPORT
Ventureport hosted the soft launch of InvestHK’s Fast-Track Connect at its AI+ Tech+ Finance+ gathering on 30 October, bringing more than 100 guests to Pier 1929 in Wan Chai.
Sponsored by InvestHK, the event brought investors, institutional representatives and technology companies together to explore investment and business partnerships. Six companies took the stage to showcase software solutions for financial professionals, consumer research, local AI computing and digital asset security.
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The Acting Head of Startups, at InvestHK, Chin-yung (CY), and the Senior Vice President (Fintech), Pauline Fan, introduced Fast-Track Connect. They explained how the agency’s international network connects it with technology companies seeking investment, customers and business opportunities in Hong Kong.
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Their remarks also highlight the need for a more structured approach to build these connections. Investors need easier ways to identify companies that match their interests, while institutions seeking new technology need access to businesses whose products could support their operations or benefit their customers.
To address this need, Fast-Track Connect provides an online platform where technology companies can publish profiles outlining their products and funding needs. Investors and corporate participants can identify relevant businesses and contact them to explore potential investments or collaborations. Service providers and community partners are also part of the platform. Alongside investors and corporate participants, these groups are designated as Champions on the platform.
Curated by InvestHK and supported by the Financial Services and the Treasury Bureau, Fast-Track Connect builds on the Global Fast Track Programme. It aims to help local enterprises expand into Chinese Mainland, Southeast Asia and other markets.
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AlphaPai, an AI-powered investment research platform developed by financial technology company RabyteTech, presented tools for financial research, including gathering data, monitoring financial instruments and comparing information from corporate earnings calls.
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At the event, the team explained how users can give research instructions in everyday language, while the software retrieves and processes information to prepare reports and presentation materials. Examples included tracking market developments and comparing company statements over time. The team also emphasised the importance of traceable sources, allowing analysts to verify the information behind their research.
A2B2.AI, a fintech startup, presented AI- powered tools designed to support investors and wealth advisers. Its specialist AI agents—software designed to carry out particular tasks—help prepare client meeting briefings, monitor financial products approaching maturity and identify market developments relevant to individual clients, according to the team.
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For investors, the tool can help make sense of lengthy documents provided by advisers and bring information from different accounts together to assess risk exposure. For wealth professionals, the tools support preparation and follow-up around client meetings.
The team described its approach as combining AI with human expertise to support financial decision- making. It also clarified that the platform does not execute investment transactions on behalf of clients, leaving those decisions and actions in their hands.
Preferences AI, an AI startup specialising in synthetic consumer research, presented simulated consumer profiles that businesses can use to explore how different audiences might respond to products, pricing and marketing messages. These profiles generate modelled responses rather than feedback from people directly interviewed or surveyed.
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The company described that its profiles are grounded in population data and account for differences between local audiences Businesses can use them to explore pricing or packaging options, as well as ask follow-up questions to understand the reasons behind a particular response. The team also discussed testing its models and working with academics to help validate the approach. It said the technology could help businesses explore consumer preferences more quickly.
ByteFuture, an AI infrastructure startup, focused on running AI on users’ own hardware. It introduced Olares, its operating system, and Olares One, a device designed to run AI models and applications locally.
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Its applications included personal assistance, financial research and content creation. The team argued that users handling private documents or proprietary trading strategies may prefer to retain that material on equipment they control.
A demonstration of AI-generated video illustrated creative work the team said could run locally. It also described applications and agents available through its software marketplace.
PureGlobal, a fintech company, addressed digital asset custody: the systems used to safeguard access to digital assets. Its team described technology for protecting access credentials and supporting offline transactions without a conventional internet connection.
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The presentation focused on infrastructure for institutions holding and transferring digital assets, including security under different operating conditions.
SlowMist, a blockchain security firm, examined the risks of giving AI agents permission to read information and perform tasks. Its examples included malicious instructions concealed in material an agent might encounter and attacks exploiting access granted to software.
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The team discussed security auditing, monitoring and investigations alongside risks arising from third-party tools and an agent’s stored information. One scenario involved exposing a wallet’s recovery phrase, which can give someone control over its assets.