The new funding will accelerate product development, food service expansion, and hiring across product, engineering, and go-to-market
Confido, the platform that unifies finance, accounting, sales, and operations across the Consumer Packaged Goods (CPG) commercial cycle, announced a $55 million Series B led by Insight Partners. The round drew participation from Trenches Capital, Watchfire, and Barrel Ventures, along with returning investors Footwork and Y Combinator, both of which have now backed Confido for a third consecutive round.
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The investment comes as consumer brands face growing pressure to protect margin amid increasingly complex commercial operations. For decades, critical workflows across finance, accounting, trade spend, forecasting, and operations have been managed across disconnected systems, creating inefficiencies that impact profitability and growth.
Founded in 2022 by Justin Hunter and Kara Holinski, former athletes, Confido was built on a simple belief: the brands that win protect every point of margin the way the best defenses protect a lead. Today, more than 250 iconic CPG brands, including Daisy, Dude Wipes, Kettle & Fire, and Unilever use Confido to connect commercial planning, finance, operations, and execution. Collectively, more than $30 billion in retail sales planning runs through the platform.
“Confido has been instrumental for us,” Gary Hilderbrand, Chief Financial Officer of MUSH. “It’s given us the visibility and insights we need to have confidence in our forecast, improve accuracy across finance and operations, and ultimately make better decisions.”
CPG 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, surfacing only the decisions that require human judgment.
“For decades, CPG software recorded the work but never did it. We built Confido to run it,” said Justin Hunter, Co-Founder and CEO of Confido. “CPG is a game of margins. You cannot run a sharp brand without software this powerful. The brands that matter already run on Confido — the rest will spend years explaining why they didn’t.”
The financing follows significant business momentum for Confido, including 5x year-over-year growth since its Series A and a 5x increase in company valuation over the same period.
“Leading consumer brands are laser-focused on each incremental point of margin. That requires data you can actually trust and every part of the commercial operation moving in sync,” said Rebecca Liu-Doyle, Managing Director at Insight Partners. “Confido makes this possible with an AI-powered system that brings finance, sales, and trade operations into a single platform. We are thrilled to partner with Justin, Kara, and the Confido team as they scale.”
“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.”
The round brings Confido’s total funding to $77 million. With the new capital, the company plans to accelerate product development, expand its presence in food service, and continue growing its product, engineering, and go-to-market teams to meet rising demand of consumer brands.
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