Phoebe Gates, the youngest daughter of Bill Gates and Melinda French Gates, has co-founded a new e-commerce shopping tool called Phia. The platform uses web browser extensions and apps to find the best deals on fashion items. Gates, 22, launched Phia with her former Stanford University roommate Sophia Kianni.
Phia was inspired by Gates’ and Kianni’s own experience as dedicated resale shoppers looking for better prices. The startup has attracted venture backing, high-profile mentors, and a podcast deal. Its website also highlights the sustainability aspect of shopping secondhand and reducing waste and carbon.
In a profile in The New York Times, Gates spoke about her entrepreneurial pursuits and the challenges she faces due to her family’s wealth and influence. She acknowledged the privilege of her upbringing but said she deals with “internalized pressure.” Gates has ADHD and is an extrovert, unlike her parents.
Bill Gates was initially skeptical about Phia’s idea, fearing he might be too controlling if he invested in the company. However, Gates used his daughter for advice on personnel issues, and Melinda French Gates advised her to raise her own capital. Phia eventually secured funding from Soma Capital, a Stanford social entrepreneurship grant, and angel investors.
The platform has shown promise, with Gates aiming to make shopping secondhand more accessible and sustainable. As the daughter of one of the world’s most influential families, Gates is navigating her entrepreneurial journey while staying true to her own vision.
Source: https://www.geekwire.com/2025/phoebe-gates-launches-e-commerce-startup-heres-what-her-famous-parents-thought-of-the-idea