Confido Raises $55M Series B to Scale the AI Operating System for CPG Brands

Confido, building AI infra for CPG brands, led by Kara Holinski and Justin Hunter, has raised $55M Series B, bringing total funding to $77M. The round is led by Insight Partners and drew participation from returning investors Footwork, Trenches Capital, Watchfire, Barrel Ventures, and Y Combinator.

What Confido Has Built.

Since 2022, Confido has built a unified system for CPG brands, bringing commercial and financial workflows onto a shared data foundation. Cash application, deductions, disputes, trade promotion management, sales forecasting, and demand planning all work from the same customers, products, promotions, contracts, and shipments.

This eliminates reconciliation between disconnected systems. Changes to sales forecasts can automatically update supply plans, while finance can see margin impacts as spending changes.

More than 250 CPG brands, including divisions of Unilever, Mars, and Nestlé, use Confido. The platform supports more than $30 billion in retail sales planning, while customers have recovered hundreds of thousands of dollars through revenue recovery and improved forecasting.

The company’s core proposition is to replace fragmented software and spreadsheets with a single operating layer for CPG commercial and financial workflows.

Offense and Defense.

Confido was founded by former Division I and III athletes Justin Hunter and Kara Holinski around a simple idea: winning CPG brands need both strong sales and disciplined margin protection.

Confido brings sales, finance, accounting, and operations onto the same data foundation, enabling both growth and margin management to run from a shared playbook.

"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 & CEO, Confido

"The best consumer brands win by protecting every point of margin, and that requires every part of the commercial operation moving as one system. Confido built the infrastructure that makes that possible, creating a platform that runs the full commercial cycle on one shared data layer, and gets more valuable the deeper a brand goes. We are thrilled to partner with Justin, Kara, and the Confido team as they scale." 

– Rebecca Liu-Doyle, Managing Director, Insight Partners

What the Round Funds.

The Series B will expand Confido’s agentic, zero-click workflows, build out its planning capabilities, and support expansion into Food Service. The company will also grow its product, engineering, and go-to-market teams.

The goal is to automate reconciliation-heavy work, with agents handling tasks such as gathering documentation, filing disputes, and updating forecasts, while teams focus on higher-value commercial decisions.

"You don't back a team three times on a story. You back them on 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."

"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. “We backed Confido during the Series A because they understood the back office better than anyone. We're back because they're now building the platform that the whole category can run on." 

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