New York-based software startup Confido has raised $55 million in Series B funding to expand its AI platform for consumer packaged goods (CPG) companies.
Insight Partners led the round with participation from returning investors like Footwork, Trenches Capital, Watchfire, Barrel Ventures, and Y Combinator. The new funding brings Confido’s total funding to $77 million.
The new funding will enable the startup to run agentic, zero-click workflows, expand its planning cycle and food-service offering, and hire across product, engineering, and go-to-market.
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Confido, an AI Infrastructure for CPG Brands
Founded in 2022 by former athletes Justin Hunter and Kara Holinski, Confido unifies finance, accounting, sales, and operations across the Consumer Packaged Goods (CPG) commercial cycle. The platform solves disconnected, manual, and inefficient back-office operations that plague CPG brands as they scale.
“CPG finance leaders have heard ‘AI-powered’ a thousand times,” said Hunter, Co-Founder & CEO of Confido. “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.”
Historically, CPG finance, accounting, sales, and operations teams relied on fragmented spreadsheets, PDFs, and legacy systems that recorded work instead of executing it. That created significant manual reconciliation burdens and eroded margins.
The New York-based firm addresses this by providing an AI-powered operating system that unifies these functions into a single source of truth. It automates critical, high-volume workflows such as cash application, deduction management, trade promotion management, and sales forecasting, allowing brands to resolve disputes, protect margins, and improve planning accuracy without increasing headcount.
By replacing brittle automation with agentic, “zero-click” AI workflows, Confido enables brands to scale their retail volume and operational complexity without a corresponding increase in administrative overhead.
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More than 250 leading CPG brands run on Confido, from divisions of Unilever, Mars, and Nestle to OLIPOP, Simple Mills, and Daisy. Over $30 billion in retail sales planning runs on the system, and brands have saved hundreds of thousands through revenue recovery and improved sales forecasting.
What This Round Will Fund for Confido
Confido plans to use the Series B to build what it describes as agentic zero-click workflows, automation designed to take over more of the repetitive work behind CPG operations. The company says those AI agents could collect supporting documents, file disputes, and revise plans as forecasts shift. The aim is to reduce the reconciliation work that tends to grow as brands add products, retailers, and transaction volume.
That model is already evident among some customers. DUDE Wipes more than doubled revenue in two years while expanding into most major US retailers, which required its accounting team to handle rising cash application and deduction volume without adding staff at the same pace.
“You do not back a team three times for the story. You back them for 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.”
Evergreen, a frozen breakfast brand sold in roughly 8,500 stores, uses Confido for trade promotion management, forecasting, cash application, and deductions. “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.
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“We backed Confido during the Series A because they understood the back office better than anyone. We are back because they are now building the platform that the whole category can run on.”
According to Confido, Evergreen manages trade across that footprint with a two-person finance team. The broader opportunity is straightforward: help consumer brands grow retail volume without a matching increase in administrative overhead. This capital brings Confido’s total funding to $77 million, after it raised $20 million last year.
Main Image: Justin Hunter, CEO and Co-founder of Confido, and team. Image Credit: Confido
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