Scaling with Smarter Systems: Serenity Kids Automates Deductions

The Problem

Serenity Kids is on a mission to make kids healthier — with nutrient-dense, organic baby food that swaps sugar for healthy fats and ethically sourced ingredients. Their signature pouches quickly won over health-conscious parents and earned shelf space in over 20,000 stores nationwide, from Target to Walmart to Whole Foods.

But rapid growth brought operational challenges. With a small, resourceful team, Serenity Kids began feeling the pressure of managing trade promotions and deductions across a growing list of retail partners.

“We were manually tracking everything,” said Kirk Lin, VP of Finance. “Without a centralized process, there was financial leakage, missed deductions, and a lot of time spent chasing down data.”

The team needed a better way to manage deductions — not just to recover more dollars, but to gain full visibility into how trade spend was impacting the business. And they needed it without adding headcount.

The Solution

Serenity Kids turned to Confido with a clear goal in mind: bring the full deduction lifecycle into one platform — from promo IDs to coding, accruals, and disputes.

“If we can bring the full deduction cycle into the platform to improve visibility and connect all the dots — that would be huge,” said Kirk.

Confido delivered exactly that. The team gained a centralized hub that automated deduction parsing, matched claims to promotions, and surfaced real-time insights on ROI and trade effectiveness.

With Confido, Serenity Kids Could: 

• Automatically flag and dispute invalid deductions
• Align promotion spend with business outcomes
• Track accruals and trade rates in real time
• Plan future promotions based on what actually works

Even better, Confido integrated directly with Serenity Kids’ deductions management partner — creating a seamless workflow between internal operations and external support.

“I saw an opportunity to connect our deductions partner into the platform and streamline the entire AR-to-dispute process,” Kirk shared. “And I saw a chance to shape the roadmap and build something truly nimble for CPG brands.”

The Result

With Confido, Serenity Kids didn’t just tighten their deduction process — they leveled up how trade is managed across the business. The team now operates with full transparency into what’s working and what needs adjusting, without relying on fragmented tools or guesswork.

“Confido gives us the clarity to understand trade ROI and act on it quickly,” said Kirk. “It’s allowed us to scale smarter — without adding more people.”

The results? Less time wasted, more dollars recovered, and a system that evolves with the brand. As Serenity Kids continues to grow its presence and impact nationwide, Confido remains a trusted partner — delivering tools built for lean, fast-moving CPG teams who need to punch above their weight.