A Note from Our Founders: Raising Our Series A to Build the Future of CPG Finance

When we started Confido, we had one question – what if we could help brands scale brick and mortar retail more efficiently? Through hundreds of conversations, we learned just how broken things were across every department.

We discovered how particularly challenging things were for finance teams, who had the challenging task of managing high-growth environments, without often increasing headcount. Deductions, trade, and planning were all mission critical, but horribly disconnected and manual.

In partnership with a few special brands, we set out to build a platform to solve the problem. We spent nights and weekends together with our brand partners iterating, taking feedback, and quickly shipping new features.

That spirit has carried us through to today. We continue to spend hundreds of hours with our brand partners every week to forge a better platform. Today we have the pleasure of serving some of the fastest-growing brands in retail including Olipop, Dr. Squatch, and DUDE Wipes.

We are excited to announce our $15M series A led by Footwork and unannounced seed round led by Watchfire Ventures. We're honored to welcome Mike Smith to our board – he brings the rare perspective of serving on the board of both a public retailer and brand.

With our Series A funding, we're building the AI backbone that will unlock every brand's retail potential.

It remains Day 1 at Confido and we’re just getting started.

Justin Hunter & Kara Holinski