For consumer brands, getting products onto retail shelves often creates a back-office burden that grows with every new account.
Deductions, trade promotions, invoices, forecasts and supply plans can still move through spreadsheets, PDFs and separate software systems, leaving finance, sales and operations teams to reconcile the same information manually.
Confido is raising new capital to address that problem.
The New York-based software company has raised a $55 million Series B led by Insight Partners to expand its AI platform for consumer packaged goods companies.
The round brings Confido’s total funding to $77 million and includes Trenches Capital, Watchfire and Barrel Ventures, alongside returning investors Footwork and Y Combinator.
Founded in 2022 by Justin Hunter and Kara Holinski, Confido provides software designed to connect accounting, finance, sales and operations around a shared set of commercial data.
The company says more than 250 CPG brands now use its platform, including divisions of Unilever, Mars and Nestlé, as well as OLIPOP, Simple Mills and Daisy. More than $30 billion in retail sales planning runs through its system.
Expanding Beyond Finance
The financing marks a broader product push for Confido.
In August 2025, the company announced a $15 million Series A led by Footwork, following an undisclosed seed round led by Watchfire Ventures. Together, those financings brought Confido’s total funding at the time to $20 million.
At that stage, Confido was primarily positioned around financial operations for CPG brands, with products spanning forecasting, promotion planning, deductions and accrual management.
Trade promotion management covers the discounts, allowances and other retailer spending brands use to support sales—work that becomes increasingly complex as a company expands across accounts and channels.
Confido has since expanded across cash application, deductions, automated disputes, trade promotion management, sales forecasting, retail analytics, and demand and supply planning.
Its central proposition is that these functions should draw from the same data on customers, products, promotions, contracts and shipments rather than operate through disconnected systems.
The company reports 5x year-over-year growth in 2025, while its careers page also highlights 5x ARR growth.
Automating the CPG Back Office
Confido plans to use the Series B to develop what it calls agentic, “zero-click” workflows—automation designed to take on more of the repetitive work behind CPG operations.
The company says those AI agents could gather supporting documentation, file disputes and re-plan as forecasts change. The objective is to reduce the reconciliation work that typically increases as brands add products, retailers and transaction volume.
That model is already visible among some of Confido’s customers. DUDE Wipes grew revenue by more than 100% over two years while expanding into most major U.S. retailers, creating a need for its accounting operations to handle increasing cash application and deduction volume without adding headcount at the same pace.
Evergreen, a frozen breakfast brand sold across roughly 8,500 stores, uses Confido for trade promotion management, forecasting, cash application and deductions. According to Confido, the company manages trade across that footprint with a two-person finance team.
The larger opportunity is straightforward: help consumer brands increase retail volume without administrative overhead increasing at the same rate.
A Broader Operating-System Play
Confido’s ambition now extends beyond automating individual finance tasks.
The company is positioning its platform as infrastructure connecting sales, accounting, finance and operations, with forecasts, trade spending, deductions and supply plans running from a common data foundation.
The Series B will fund further development of its agentic workflows, expansion of its planning capabilities, entry into food service, and hiring across product, engineering and go-to-market.
For Confido, the next phase is about extending that shared infrastructure across more of the CPG operating cycle.
As more workflows move onto the platform, the company is attempting to make AI part of the underlying system through which consumer brands plan sales, manage spending, protect margins, and determine what reaches the shelf.
