Confido, a New York-based software company that automates back-office work for consumer packaged goods (CPG) brands, raised a $55m Series B led by Insight Partners. The round was announced on 22 September 2026, according to HedgeCo, which cited the company's Business Wire release.
Returning investors Footwork, Trenches Capital, Watchfire, Barrel Ventures and Y Combinator also took part. The round brings Confido's total funding to $77m.
No valuation was disclosed. Pulse 2.0 reported that Confido's valuation had risen fivefold since its Series A, and that the company had grown fivefold year on year over the same period.
“CPG finance leaders have heard 'AI-powered' a thousand times. 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.”Justin Hunter, Co-Founder and CEO, Confido
What Confido does
Confido was founded in 2022 by Justin Hunter, its chief executive, and Kara Holinski, its chief technology officer. Both are former college athletes; AfroTech reported that Hunter studied at Harvard and Holinski at MIT.
The platform puts a brand's commercial and financial work on one set of data. Cash application, deductions management, automated disputes, trade promotion management, sales forecasting, and demand and supply planning all draw on the same records of customers, products, promotions, contracts and shipments. When a sales forecast changes, for example, the supply plan updates with it.
One focus is retailer deductions, the amounts retailers hold back from payments to brands over promotions, pricing disputes or shortages. Confido's software identifies invalid deductions and files disputes, while passing decisions that need human judgment to staff.
Customers
Confido says more than 250 CPG brands use the platform, from divisions of Unilever, Mars and Nestlé to OLIPOP, Simple Mills and Daisy. Pulse 2.0 also named Dude Wipes and Kettle & Fire as customers. Brands plan more than $30bn of retail sales on the system, the company said.
Gary Hilderbrand, chief financial officer of food brand MUSH, said in the press release that Confido had given his team more confidence in its forecasts and better accuracy across finance and operations, AfroTech reported.
What the money is for
Confido said the Series B will pay for agentic, zero-click workflows across its platform, a wider planning cycle, expansion into food service and hiring across product, engineering and go-to-market teams.
Hunter said CPG finance leaders had heard many claims about AI but had lacked a single system in which forecasts, trade spend, deductions and supply plans agreed. Rebecca Liu-Doyle, managing director at Insight Partners, said leading consumer brands needed every part of their commercial operation working as one system.
The funding so far
In August 2025 Confido announced $20m of funding, which AfroTech described as a Series A led by Footwork and Watchfire Ventures. Law firm Goodwin, which advised the company, put the Series A preferred stock financing at about $15m, led by Footwork, with Y Combinator, BFG Partners, Barrel Ventures and The Fintech Fund taking part.
Footwork and Y Combinator have now backed three consecutive Confido rounds, according to Pulse 2.0. Mike Smith, co-founder and general partner at Footwork, described CPG as a $2.5 trillion category whose software market is worth more than $100bn.
Company website: confidotech.com