Olivia Solon, Jeff Kao and Priyanjana BenganiJul 11, 2026 – 8.59amPhia, an advertising startup co-founded by Phoebe Gates, daughter of billionaire Microsoft co-founder Bill Gates, bills itself as a “personal shopping assistant” that helps users find the lowest prices on a broad range of clothes and fashion accessories.Download the Phia tool onto a web browser, use it while shopping and — voila — the so-called extension can quickly find discount codes for products. Businesses like these, known in industry parlance as affiliate marketing programs, typically collect a commission from retailers that make the resulting sale.BloombergSubscribe to gift this articleGift 5 articles to anyone you choose each month when you subscribe.Subscribe nowAlready a subscriber? Fetching latest articles