Confido, an AI-powered platform that unifies finance, accounting, sales, and operations for consumer packaged goods brands, has closed a $55 million Series B round led by Insight Partners. The financing included Trenches Capital, Watchfire, and Barrel Ventures, alongside returning investors Footwork and Y Combinator. The investment brings the company's total funding to $77 million and will support product development, food service expansion, and hiring across key teams.
Series B Details and Investor Support
Insight Partners led the round with participation from Trenches Capital, Watchfire, and Barrel Ventures. Footwork and Y Combinator have now backed Confido for three consecutive rounds, reinforcing their confidence in the company's execution. The Series B brings total funding to $77 million and follows a period of rapid commercial momentum for the New York based company.
Confido has recorded fivefold year over year growth since its Series A and a fivefold increase in company valuation over the same period. More than 250 consumer packaged goods brands, including Daisy, Dude Wipes, Kettle & Fire, and Unilever, use the platform to connect commercial planning, finance, operations, and execution. Collectively, more than $30 billion in retail sales planning runs through Confido, underscoring the scale of its customer base.
Unifying a Fragmented Back Office
Consumer brands have traditionally relied on a patchwork of software systems to manage deductions, trade spend, forecasting, and operational planning. Confido brings those workflows together in a single platform, allowing data and decisions to move seamlessly across the business. Its AI-powered automation helps teams resolve deductions, identify financial impacts, improve planning accuracy, and streamline operational processes while surfacing only the decisions that require human judgment.
Co-founder and Chief Executive Officer Justin Hunter said that consumer packaged goods software historically recorded the work but never did it, and Confido was built to run it. He described the category as a game of margins where brands cannot operate sharply without powerful software. The company was founded in 2022 by Hunter and Kara Holinski, both former athletes.
Investor Perspectives and Market Opportunity
Insight Partners Managing Director Rebecca Liu-Doyle said leading consumer brands are focused on each incremental point of margin and need data they can trust. She added that Confido makes this possible with an AI-powered system that brings finance, sales, and trade operations into a single platform. This investment aligns with Insight Partners' focus on high-growth software companies driving industry change.
Larry Fitzgerald Jr., co-founder of Trenches Capital and a Confido investor, said the firm does not back a team three times on a story but on results. He added that winning teams are built so every part works as one system, which protects a brand's margin. Mike Smith, co-founder and general partner at Footwork, said the consumer packaged goods software market is a substantial opportunity that no company had previously claimed.
Future Growth Plans
With the new capital, Confido plans to accelerate product development, expand its presence in food service, and continue growing its product, engineering, and go-to-market teams. The company aims to meet rising demand from consumer brands that need tighter control over commercial operations. Its unified approach positions the company to capture a larger share of the back office software market.
Confido's Series B highlights growing demand for unified AI infrastructure in the consumer packaged goods sector, a market the company and its backers see as a significant software opportunity. The repeat investment from Footwork and Y Combinator signals confidence in the company's execution and category vision. As consumer brands continue to prioritize margin protection, Confido is positioned to expand its role as the operating system for the consumer brand back office.