Overview

• Phia, a new AI-driven shopping tool, is now live as an iOS app and browser extension for Chrome and Safari.
• The platform provides instant price checks on fashion items, using a database of 250 million secondhand listings from resale partners like The RealReal, Poshmark, and ThredUp.
• Users can tap the 'Should I Buy This?' button to compare prices, identify overpriced items, and find better-priced alternatives or resale options.
• Phia is free for consumers and generates revenue through affiliate links when purchases are completed via the app or extension.
• High-profile investors, including Kris Jenner and Desiree Gruber, back the startup, which aims to simplify shopping while promoting sustainability and transparency.