Confido Raises $20 Million to Build AI-Powered Financial OS for CPG Brands

Confido, led by Kara Holinski and Justin Hunter, has raised $20 million, which includes $15 million in Series A funding led by Footwork and an unannounced seed round led by Watchfire Ventures. 

Confido was built to answer a simple question: how can brands scale brick-and-mortar retail more efficiently? Through hundreds of conversations, it became clear that every department faced challenges—but finance teams were especially strained, tasked with managing rapid growth without increased headcount. Deductions, trade, and planning remained mission-critical yet painfully manual and disconnected.

In close collaboration with a few forward-thinking brands, a platform was shaped through continuous iteration, rapid feedback, and hands-on development. That same collaborative energy drives the product forward today, powering the retail operations of fast-growing brands like Olipop, Dr. Squatch, and DUDE Wipes.