In a move that surprised many, Microsoft co-founder Bill Gates donned a more humble hat this month—working in customer support for Phia, the AI-powered fashion tech startup co-founded by his daughter, Phoebe Gates, and her Stanford classmate, Sophia Kianni. Though he is one of the world’s wealthiest individuals, Gates says the decision was simple when asked by his daughter: “When your daughter asks if you’d be willing to work a shift in customer service at her startup, the only right answer is yes.”

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What Is Phia?

Launched in April 2025, Phia is a free iOS app and browser extension designed to help online shoppers find the best prices on fashion items. It draws from over 40,000 websites, including sites for second-hand clothing, offering features like “Should I Buy This?” which instantly assesses whether a listed price is fair, overpriced, or typical. If a price seems high, Phia suggests cheaper exact matches or similar alternatives.

Phia’s mission is more than saving users money. It also promotes lower-impact shopping by surfacing secondhand options and alternatives with reduced environmental footprints.

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Why Gates Took on the Customer Service Role

Gates didn’t take the shift as a publicity stunt. In his own words, he wanted to experience “the user side” of things: how customers interact with the app, what questions they have, what problems they run into. Working front-line in customer support can expose weaknesses in product design, missing features, or usability issues that aren’t obvious from boardroom discussions.

He also emphasized that listening and empathy are central to great leadership. As Gates explained, systems are only as good as their weakest touchpoints—with users. By stepping into one of those touchpoints himself, he could see directly where the system “breaks,” where customers get stuck, and where improvements are essential.

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No Investment, Just Support

Interestingly, despite his global prominence and enormous net worth (over US$120 billion), Gates has not invested financially in Phia. He said that getting involved financially might push him into oversight or decision-making roles, which could interfere with the founding team's autonomy. Instead, he offered support in mentorship, feedback, and hands-on participation like the customer service shift.

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Lessons in Leadership & Culture

This moment has generated conversation far beyond family dynamics. Many observers believe it reflects a growing trend in modern leadership: leading by example, humility, and staying close to the daily realities of users and staff.

• Several CEOs and founders have taken similar steps—working front-line roles to understand business challenges.

• Gates’ action stood out because of his stature: a billionaire who could delegate such tasks but chose to do them himself.

• It also reinforces culture in Phia: founder involvement, user-centric design, and transparency in what’s working and what isn’t.

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Broader Implications: What This Means

Gates’ single shift is symbolic—but meaningful:

1. Product improvements: Direct feedback from users can inform updates, fixes, and feature prioritization in a more dynamic way than remote reporting.

2. Team morale: Having a figure like Bill Gates join customer support—even for one day—sends a message of respect to support teams whose work is often underappreciated.

3. Public perception: The move resonates well with audiences who expect authenticity and humility from leaders. It builds trust.

4. Leadership training: For students, young entrepreneurs, and business professionals, this is a case study in leadership that values doing, not just directing.

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What’s Next for Phia

While Gates only stepped into a customer support role for a day, the ripple effects could last longer:

• Phia continues to expand its extension and desktop functionality. The team is also refining how it surfaces lower-impact options in fashion.

• The support teams may use insights from Gates’ experience to adjust workflows, documentation, or user-help features.

• And this act might encourage more founders—and perhaps more senior leaders—to regularly step into customer-facing roles, to keep product-user alignment strong.

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Closing Thoughts

In a business climate often criticized for distance between leadership and daily operations, Bill Gates’ brief stint in customer service offers a valuable lesson: no role is too small to influence how a product or company evolves. It’s a reminder that real understanding often comes from being where the customer is, dealing with their issues firsthand.

When your daughter calls and asks for your help—sometimes the “right answer” is more than yes. It’s participation, presence, and humility.