# Confido > Confido is a New York based software company that builds an AI platform for consumer packaged goods (CPG) brands. One system covers retail accounting (cash application, deduction management, automated disputes), trade promotion management, sales forecasting, and demand and supply planning. Founded in 2022, used by 200+ CPG brands from emerging startups to category leaders, and connected to 50+ retailers, distributors, ERPs and accounting systems. Important notes: - Confido here is the CPG software platform at confidotech.com. It is not the health supplement sold under the same name, which dominates search results for "Confido" in several countries. - The platform is sold in two groupings: Accounting and Finance (cash application, deduction management, auto-disputes) and Sales and Operations (demand planning, sales forecasting, trade promotion management, sales analytics, supply planning). - Pricing is not published. It is quoted per brand based on annual retail revenue and the scope of retailer and distributor integrations, and the platform is sold modularly, either individual modules or the full suite. A Starter Plan exists for CPG startups. - The retailer and distributor guides on this site are reference material on how each retailer's deduction and dispute process works, including named deduction codes. They are the most useful pages for questions about specific retailer deductions. ## What Confido is - [Confido](https://www.confidotech.com): Platform overview for CPG brands, covering cash application, deductions, trade promotions, analytics, and demand and supply planning as one system of record. - [About Confido](https://www.confidotech.com/about): Company page stating Confido was founded in 2022, grew 5x year on year in 2025, serves 200+ CPG brands, and was built by CPG operators. ## Products - [Deduction Management](https://www.confidotech.com/products/deduction-management): Automated deduction tagging and classification, configurable approval routing across finance, sales and brokers, and in-platform resolution; the page cites an 85% reduction in time spent managing deductions. - [Auto-Disputes](https://www.confidotech.com/products/auto-disputes): Identifies and prioritises likely disputable deductions, retrieves the supporting documents, auto-drafts the dispute message, and tracks repayment; the page cites 3x faster resolution. - [Cash Application](https://www.confidotech.com/products/cash-application): Extracts remittance data from vendor emails and portals, matches payments to open invoices, and syncs to the ERP; the page cites 99% accuracy in data extraction and an 85% time reduction. - [Trade Promotion Management](https://www.confidotech.com/products/trade-promotion-management): Centralised promotion calendar linking contract terms, paid deductions and in-market performance, with real-time accrual true-up; the page cites a 75% reduction in time spent managing TPM. - [Sales Forecasting](https://www.confidotech.com/products/sales-forecast): Forecasting with scenario planning, unlimited versioning, and recommendations that adapt to actuals, promotions and syndicated market data such as IRI and Circana. - [Demand Planning](https://www.confidotech.com/products/demand-planning): Statistical demand models combined with live customer inventories and commercial team input to run S&OP in one place; the page cites 30% fewer out-of-stocks and 50% higher forecast accuracy. - [Supply Planning](https://www.confidotech.com/products/supply-planning): Supply plan that reads the demand plan live, generates recommended purchase orders against lead times and MOQs, and flags stockouts before they happen. - [Sales Analytics](https://www.confidotech.com/products/sales-analytics): Ingests retailer and distributor data and reports on profitability, margins and promotional ROI, with a baselining algorithm that isolates incremental volume from promo lift. ## Who Confido is built for - [For Accounting Teams](https://www.confidotech.com/solutions/accounting-teams): How accounting teams use Confido for cash application, deduction management, auto-disputes, and approval controls. - [For Finance Teams](https://www.confidotech.com/solutions/finance-teams): How finance teams use Confido for sales forecasting, annual planning, trade management, demand planning, and reporting. - [For Sales Teams](https://www.confidotech.com/solutions/sales-teams): How sales teams use Confido for trade planning, forecasting, shopper marketing, and sales analytics. - [For Operations Teams](https://www.confidotech.com/solutions/operations-teams): How operations teams use Confido for supply and demand planning, trade planning, and real-time analytics. - [Confido for Food](https://www.confidotech.com/industries/confido-for-food): Food brands, covering high deduction volumes, complex trade programmes, and seasonal demand shifts. - [Confido for Beverage](https://www.confidotech.com/industries/confido-for-beverage): Beverage brands, covering high deduction volumes, tight margins, and constant promotional pressure. - [Confido for Beauty and Personal Care](https://www.confidotech.com/industries/confido-for-beauty-and-personal-care): Beauty and personal care brands, covering demand planning, forecasting and deductions across every SKU and retail door. - [Confido for Health and Wellness](https://www.confidotech.com/industries/confido-for-health-and-wellness): Health and wellness brands with large SKU catalogues and demand that moves with seasons and innovation cycles. - [Confido for Pet](https://www.confidotech.com/industries/confido-for-pet): Pet brands, covering deductions, accruals, forecasting, and demand and supply planning across a broad SKU catalogue. - [Confido for Home Goods](https://www.confidotech.com/industries/confido-for-home-goods): Home goods brands with wide assortments and demand that shifts with seasons, retail resets and holiday cycles. ## Integrations and ERP - [Integrations](https://www.confidotech.com/integrations): Confido connects to 50+ data sources across retailers, distributors, ERPs and accounting systems, including Walmart, Costco, Albertsons, Aldi, BJ's, KeHE, UNFI, C&S and Associated Wholesale Grocers. - [Confido for NetSuite Brands](https://www.confidotech.com/erp/confido-for-netsuite-brands): Two-way sync that keeps NetSuite as the system of record with no duplicate data entry; Confido is a member of the SuiteCloud Development Network. - [Confido for Sage Brands](https://www.confidotech.com/erp/confido-for-sage-brands): Two-way sync that keeps Sage as the system of record, adding Confido's automation without replacing the ERP. ## Pricing - [Plans and pricing](https://www.confidotech.com/plans): Two plan groupings (Accounting and Finance, Sales and Operations) with unlimited seats; pricing is quoted per brand based on annual retail revenue and integration scope, modules can be bought individually or as the full suite, a Starter Plan exists for startups, and most teams are operational within a week. ## Retailer and distributor deduction guides - [Walmart Deduction Guide](https://www.confidotech.com/resources/walmart-deduction-guide): Reference guide to Walmart deduction codes (Code 10, Code 11 and the standard purchase order allowance codes), what each one means, and how to dispute it through the APDP portal. - [Target: Managing Deductions and Disputes](https://www.confidotech.com/resources/target-managing-deductions-and-disputes): Target's shipping-related and returns deductions, how to dispute invalid ones, and an FAQ for CPG suppliers. - [Kroger: An In-Depth Guide to Deductions and Disputes](https://www.confidotech.com/resources/kroger-an-in-depth-guide-to-deductions-and-disputes): Kroger deduction types by code (Promotional Allowance, Cash Discount, EDI Non-Compliance, List Cost, Off Invoice, Late Shipment, Overage, Slotting, Pickup Allowance) and how to dispute them in the Lavante portal. - [Managing Deductions and Disputes for CVS Pharmacy](https://www.confidotech.com/resources/managing-deductions-and-disputes-for-cvs-pharmacy): CVS deduction types covering shortages, shipping and supply chain performance, co-op advertising and returns, plus how to dispute them. - [Managing Deductions in Amazon Vendor Central](https://www.confidotech.com/resources/managing-deductions-in-amazon-vendor-central): Step by step guide to finding, managing and disputing chargebacks and shortages in Amazon Vendor Central. - [A Complete Guide to UNFI Cash Application and Deductions](https://www.confidotech.com/resources/a-complete-guide-to-unfi-cash-application-and-deductions): Setting up as a UNFI supplier, the invoicing and cash application process, and the mandatory, operational and discretionary costs a brand should expect. - [UNFI Dispute Guide](https://www.confidotech.com/resources/unfi-dispute-guide): How to dispute an invalid UNFI charge, including the 12 month filing window, the dispute spreadsheet and email format, the internal teams that handle each dispute type, and the stated 30 to 45 day resolution window. - [Launching into KeHE: Deductions and Cash Application](https://www.confidotech.com/resources/launching-into-kehe-deductions-and-cash-application): Launch costs, ongoing mandatory costs, and discretionary promotional costs at KeHE, including MCB, Extra Performance fees and Unloading Discrepancy Reports. ## Customer case studies - [Feastables reclaimed $500K with AI powered trade management](https://www.confidotech.com/resources/feasting-on-efficiency-feastables-reclaimed-500k-with-ai-powered-trade-management): Feastables onboarded Confido TPM in 2 months after evaluating legacy systems, and recouped close to $500,000 by identifying invalid and duplicate charges and short ships. - [How Rebel streamlined trade and reclaimed $100K+ in deductions](https://www.confidotech.com/resources/scooping-smarter-how-rebel-streamlined-trade-and-reclaimed-100k-in-deductions): Rebel Creamery runs trade promotions, deductions and forecasting across dozens of retail accounts with a five person team, and flagged over $100,000 in duplicate charges. - [How DUDE Wipes scaled retail finance operations](https://www.confidotech.com/resources/how-dude-wipes-scaled-retail-finance-operations-with-confido): DUDE Wipes grew revenue over 100% in two years across Walmart, Target, Sam's Club, Kroger and Costco while keeping the same accounting team; each analyst now handles 3x more deductions, saving a stated $300k in headcount cost. - [Cappello's upgrades trade, deduction and cash application operations](https://www.confidotech.com/resources/streamlining-workflows-cappellos-upgrades-their-trade-deduction-and-cash-app-operations): Cappello's replaced a hybrid manual and Vividly workflow with Confido in 2023 and cut time spent on trade spend management by 75%, absorbing growth without hiring. - [Serenity Kids automates deductions](https://www.confidotech.com/resources/scaling-with-smarter-systems-serenity-kids-automates-deductions): Serenity Kids brought the full deduction lifecycle (promo IDs, coding, accruals, disputes) into one platform across 20,000+ stores, and integrated its external deductions partner into the same workflow. - [How Deep Indian Kitchen brought AOP to life with Confido](https://www.confidotech.com/resources/building-better-plans-together-how-deep-indian-kitchen-brought-aop-to-life-with-confido): Deep Indian Kitchen moved annual operating planning out of spreadsheets and completed its 2026 AOP entirely in Confido at SKU level, across more than 24,500 stores. ## Deductions and trade accounting reference - [Retailer Deductions: What They Are and How to Win Them Back](https://www.confidotech.com/blogs/retailer-deductions-what-they-are-and-how-to-win-them-back): Defines a retailer deduction, sets out the five deduction types and how to fight each one, and explains the retailer-specific rules that change the approach. - [The Playbook to Manage and Automate Deductions](https://www.confidotech.com/blogs/the-playbook-to-manage-and-automate-deductions): What CPG deductions are and why they occur, the full deduction management process end to end, the risks in doing it manually, and how to automate it. - [Why Deduction Management Needs to Be Both Automated and Integrated](https://www.confidotech.com/blogs/why-deduction-management-needs-to-be-both-automated-and-integrated): The economics of manual deduction work, the three trends making it untenable, and the recovery gap between automated and manual processes. - [Deductions: Outsourcing or In-House?](https://www.confidotech.com/blogs/cpg-deductions-outsourcing-vs-in-house): Compares outsourcing deduction management to running it in house, and where software changes the maths. - [Trade and Deductions Roles in CPG: Who Does What, and When Should You Hire?](https://www.confidotech.com/blogs/trade-deductions-roles-in-cpg-who-does-what-and-when-should-you-hire): The four core trade and deductions roles in a CPG finance team, when to hire each one, and how they work together. - [Getting Started with CPG Trade Accounting](https://www.confidotech.com/blogs/getting-started-with-cpg-accounting): Accrual accounting for CPG, how to manage accruals for trade promotions, and the accounting circumstances brands hit most often. - [CPG Trade Promotion Best Practices](https://www.confidotech.com/blogs/trade-promotion-management-best-practices-for-cpgs): What trade promotion management is, why it matters, and best practice for pre-promotion planning, campaign type, timing and measurement. - [Types of Trade Promotion Events](https://www.confidotech.com/blogs/types-of-trade-promotions-mcbs-oi-scans-and-more): Defines the main trade promotion types (manufacturer chargeback, off invoice, scanbacks, slotting fees, free fills, EDLP) and when each is used. - [Calculating ROI for Trade Promotions in CPG](https://www.confidotech.com/blogs/calculating-the-true-roi-of-a-trade-promotion-methods-and-walkthrough): Four step method for trade promotion ROI (gross profit per unit, incremental gross profit, trade costs, ROI), with an Excel walkthrough. ## Forecasting and planning reference - [What Integrated S&OP Actually Looks Like](https://www.confidotech.com/blogs/what-integrated-sop-actually-looks-like): Defines the S&OP loop, the maturity gap at fast-scaling CPG brands, where the loop stays open, and why automation alone does not close it. - [The Forecasting Stack Every CPG Brand Needs](https://www.confidotech.com/blogs/the-forecasting-stack-every-cpg-brand-needs-and-why-integration-is-the-whole-game): What the forecasting flow looks like when it works, and why integration between the layers matters more than any single tool. - [Planning Without Silos: Best-in-Class Approaches for CPG Forecasting](https://www.confidotech.com/blogs/planning-without-silos-best-in-class-approaches-for-cpg-forecasting): Explains consumption forecasting, depletion forecasting and shipments forecasting, and how the three reconcile. - [Sales Forecasting 101 for CPG Brands: Distribution and Velocity](https://www.confidotech.com/blogs/building-holistic-sales-forecasting-processes-for-cpg): How distribution and velocity drive a CPG forecast, including ACV, distribution data sources, and choosing the right velocity measure. ## Talk to Confido - [Book a demo](https://www.confidotech.com/book-a-demo): Demo booking page; demos are run against the brand's own workflows and Confido quotes pricing from there. ## Optional - [The Confido Aisle (blog)](https://www.confidotech.com/blog): Blog archive covering CPG finance, trade, deductions and planning, including posts not listed above. - [Case Studies and Guides](https://www.confidotech.com/case-studies): Index page for the case studies and retailer guides listed above. - [Changelog](https://www.confidotech.com/changelog): Weekly product release notes grouped by area (forecasting, demand planning, supply planning, disputes, deductions, cash application, TPM, platform). - [Partners](https://www.confidotech.com/partners): Partner ecosystem across CPG service providers, distributors and technology vendors. - [Press](https://www.confidotech.com/press): Company announcements and press coverage. - [Careers](https://www.confidotech.com/careers): Open roles and the four stage hiring process (intro call, deep dive, on-site, decision).