Confido, a New York-based provider of AI-powered workflow automation for consumer packaged goods companies, closed a $55 million Series B led by Insight Partners. The round, announced Sept. 22, brings total funding to $77 million and includes participation from Trenches Capital, Watchfire, and Barrel Ventures. Returning investors Footwork and Y Combinator also participated.
CPG companies operate on razor-thin margins while managing finance, accounting, and trade spend across disconnected legacy systems designed to record transactions rather than optimize them. Deductions and trade spend discrepancies typically surface at month-end close, after intervention windows have closed.
Confido's platform unifies finance, accounting, sales, and operations on a single system, automating deduction resolution, trade spend tracking, and forecasting while surfacing only decisions requiring human judgment. Over 250 brands route more than $30 billion in annual retail sales planning through the platform. Customers include Daisy, Dude Wipes, Kettle Fire, and Unilever.
CEO Justin Hunter, who co-founded Confido in 2022 with Kara Holinski, observed the sector's operational inefficiencies firsthand. His mother managed retail stores for Target; his father sold software to consumer brands.
Confido has achieved 5x year-over-year growth. The broader CPG industry spends over $100 billion annually integrating incompatible software tools, representing a substantial market opportunity for purpose-built platforms.
