‍Confido raises $55M Series B to scale the AI operating system for CPG brands

Insight Partners leads Confido’s $55M Series B, bringing total funding to $77M. The round drew participation from returning investors Footwork, Trenches Capital, Watchfire, Barrel Ventures, and Y Combinator.

What Confido has built

Since 2022, Confido has become the system of record and action where a CPG brand's commercial and financial workflows run on the same set of data. Cash application, deductions management, automated disputes, trade promotion management, sales forecasting, and demand and supply planning all read from the same customers, products, promotions, contracts, and shipments.

That shared foundation is the whole point. When a sales forecast changes, the supply plan updates automatically. When spend moves, finance sees the margin impact before the money goes out the door. There is no reconciliation step, because there is nothing to reconcile.

More than 250 best-in-class CPG brands run on Confido, from divisions of Unilever, Mars, and Nestle to OLIPOP, Simple Mills, Daisy, and more. $30B+ of retail sales planning runs on the system, and brands have saved hundreds of thousands through revenue recovery and improved sales forecasting.

The CPG back office was never short on software. Deduction platforms work. Forecasting tools work. Trade promotion systems work. The failures live in the handoffs between them. Finally, CPG teams that used to work across disconnected platforms and spreadsheets now operate off one reality.

Offense and defense

Confido was founded by former Division I and III athletes Justin Hunter and Kara Holinski, around a simple observation: the CPG brands that win don't just play good offense. They protect every point of margin the way the best defenses protect a lead. Sales drives the top line. Finance, accounting, and operations protect the margin. Confido runs both sides off the same playbook.

"CPG finance leaders have heard 'AI-powered' a thousand times. What they haven't had is one system where the sales forecast, the trade spend, the deductions, and the supply plan all agree with each other. That's what we built, and that's what this round lets us extend to more brands, more products, and more of the P&L." 

  – Justin Hunter, Co-Founder & CEO, Confido

"The best consumer brands win by protecting every point of margin, and that requires every part of the commercial operation moving as one system. Confido built the infrastructure that makes that possible, creating a platform that runs the full commercial cycle on one shared data layer, and gets more valuable the deeper a brand goes. We are thrilled to partner with Justin, Kara, and the Confido team as they scale." 

   – Rebecca Liu-Doyle, Managing Director, Insight Partners

What the round funds

The Series B empowers Confido to run true agentic, zero-click workflows across the platform. It also funds the buildout of the planning cycle, expansion into Food Service, and key hires across product, engineering, and go-to-market.

The through-line is that the reconciliation work should stop being human work. Agents chase the backup, file the dispute, and re-plan against the new forecast. People should decide what to launch, where to spend, and which customer to fight for. 

"You don't back a team three times on a story. You back them on results,” said Larry Fitzgerald Jr., Co-Founder of Trenches Capital and Confido investor. “The teams that win are built so every part works as one system, and that is what protects a brand's margin. Margin is what gives growth room to run."

"CPG is a $2.5 trillion category, and the software to run it is a $100 billion-plus market that no company had ever claimed,” said Mike Smith, Co-Founder and General Partner at Footwork. “We backed Confido during the Series A because they understood the back office better than anyone. We're back because they're now building the platform that the whole category can run on." 

If your deductions, trade spend, sales forecast, and supply plan don't currently agree with each other, Confido would like to show you what one system looks like.

FAQ

How much did Confido raise in its Series B?

Confido raised $55 million in its Series B, led by Insight Partners. The round brings total company funding to $77 million.

Who are Confido’s investors?

Insight Partners led the Series B, with participation from returning investors Footwork Ventures, Trenches Capital, Watchfire, Barrel Ventures, and Y Combinator.

What is an AI operating system for CPG brands?

It is one AI-powered system where a brand's commercial and financial teams work off the same data instead of reconciling between platforms. Cash application, deductions, disputes, trade promotion, sales forecasting, and demand and supply planning all read from the same customers, products, promotions, contracts, and shipments.

How fast can Confido be implemented?

Confido implementations on average are two to three times faster than legacy systems. Additional modules go live faster as well, since they run on the same data foundation. 

How many customers does Confido have?

Confido serves more than 250 CPG brands, from divisions of Unilever, Mars, and Nestlé to OLIPOP, Simple Mills, and Daisy. Together, Confido’s brands plan more than $30 billion in retail sales on the platform.

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