Female Founder World How Phia Landed Investors like Sara Blakely and Kris Jenner (ft Phoebe Gates and Sophia Kianni)
Dec 9, 2025
Phoebe Gates and Sophia Kianni, co-founders of Phia, share their journey from Stanford to launching an innovative AI-powered shopping assistant. They discuss how they secured investment from industry giants like Sara Blakely and Kris Jenner. The duo emphasizes the importance of user feedback, social media strategies, and founder-led content for growth. They also explore AI's role in startups and their data-driven approach to enhancing user experience. Listeners can glean actionable tips on attracting dream investors and building a community around their product.
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Early Believers Matter More Than Hype
- Early wins came from securing the first believer, first employee, and listening to users to pivot from desktop to mobile.
- Those foundational moves enabled later rapid growth and investor interest.
Be Aloof-Free And Collab Constantly
- Use founder-led content and embarrass yourself on camera to connect with consumers where big brands can't.
- DM other creators relentlessly and build collaboration series that act like a TV show to amplify reach.
Define Content Goals And Double Down
- Make content goals explicit: top-of-funnel awareness versus driving app downloads, then measure weekly and double down on winners.
- Turn winning formats into repeatable templates to reduce team overhead.
