Confido closed a $55 million Series B led by Insight Partners, lifting its total capital raised to $77 million, to scale AI automation across CPG finance, sales, and operations.
Confido raised a $55 million Series B led by Insight Partners, bringing its total funding to $77 million. The round included participation from Trenches Capital, Watchfire, and Barrel Ventures, plus returning investors Footwork and Y Combinator (both now in for a third consecutive round).
What is Confido?
Confido is an AI powered platform that unifies finance, accounting, sales, and operations for Consumer Packaged Goods (CPG) brands across the commercial cycle. Founded in 2022 by Justin Hunter (CEO, former Capital One strategy) and Kara Holinski (former Schmidt Futures APM and MIT engineering), it was built to replace fragmented spreadsheets, PDFs, and legacy systems with a single system of record.
Core capabilities include:
- AI driven cash application and deduction management (including automated dispute resolution).
- Trade promotion management (TPM) with spend tracking, accruals, and ROI visibility.
- Demand/shipment forecasting and supply planning tied to live sell-through data.
- Real time retail analytics pulling syndicated, POS, distributor, and inventory data.
- Integrations with 50–70+ retailers, distributors, ERPs (e.g., NetSuite), and accounting systems.
The platform surfaces only exceptions requiring human judgment while automating the rest, aiming to protect every point of margin.
More than 250 CPG brands use Confido, including Daisy, Dude Wipes, Kettle & Fire, Unilever, OLIPOP, MUSH, Dr. Squatch, and others. Collectively, more than $30 billion in retail sales planning runs through the platform.
Since its Series A (announced August 2025 as part of a combined ~$20 million Seed + Series A, with the $15 million Series A led by Footwork), the company reported 5x year over year growth and a 5x increase in valuation. Customer outcomes cited include hundreds of hours saved monthly, multi hundred thousand dollar recoveries in invalid deductions or cost savings, and headcount efficiencies (e.g., doubling revenue without expanding finance teams).
Earlier milestones included the acquisition of Muffin Data (CPG analytics platform) to deepen retail data capabilities.
Proceeds will fund accelerated product development, expansion into food service, and hiring across product, engineering, and go to market teams to meet rising demand.
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Insight Partners (Managing Director Rebecca Liu-Doyle) highlighted the need for trusted data and synchronized commercial operations as brands focus on incremental margin points in a complex environment. Footwork (Mike Smith) described CPG as a $2.5 trillion category with a $100 billion plus software opportunity that no company had fully claimed; they returned because Confido is building the platform the category can run on. Trenches Capital (Larry Fitzgerald Jr.) emphasized results driven conviction after prior backing and the importance of integrated systems for margin protection.
The raise occurs amid sustained pressure on CPG margins from intricate trade, deductions, forecasting, and multi channel operations. Confido positions itself as the AI infrastructure layer that both grows the top line and defends the bottom line by collapsing previously siloed workflows.
Funding History Snapshot
- Pre Series B: ~$22 million (primarily the 2025 Seed + $15 million Series A led by Footwork, with Watchfire, Y Combinator, Barrel Ventures, Boulder Food Group, and others).
- Series B: $55 million (Insight Partners lead).
- Cumulative: $77 million.
This Series B marks a clear step-up in scale, investor caliber (Insight Partners’ growth stage focus), and ambition, from financial ops automation for high growth brands toward becoming the broader AI operating system spanning the entire CPG back office and adjacent channels such as food service.
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