Insider Brief
- Confido, an AI-powered platform unifying finance, accounting, sales and operations for consumer packaged goods brands, has raised a $55 million Series B led by Insight Partners, with Trenches Capital, Watchfire and Barrel Ventures joining returning backers Footwork and Y Combinator, bringing total funding to $77 million.
- Founded in 2022 by former athletes Justin Hunter and Kara Holinski, the company uses AI automation to resolve deductions, improve planning accuracy and flag only the decisions needing human judgment, serving more than 250 brands including Unilever, Dude Wipes and Kettle & Fire, with over $30 billion in retail sales planning running through the platform.
- Confido has grown fivefold year over year since its Series A, alongside a fivefold rise in valuation, and plans to use the new capital to accelerate product development, expand into food service and grow its product, engineering and go-to-market teams.
PRESS RELEASE — Confido, the platform that unifies finance, accounting, sales, and operations across the Consumer Packaged Goods (CPG) commercial cycle, has 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.
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.
About Confido
Confido is the AI infrastructure for CPG brands, unifying finance, accounting, sales, and operations on one shared set of data. It gives brands one system to run the commercial cycle, grow the top line, and protect every point of margin.
About Insight Partners
Insight Partners is a global software investor partnering with high-growth technology, software, and Internet startup and ScaleUp companies that are driving transformative change in their industries. As of December 31, 2025, the firm has over $90B in regulatory assets under management. Insight Partners has invested in more than 900 companies worldwide and has seen over 55 portfolio companies achieve an IPO. Headquartered in New York City, Insight has a global presence with leadership in London, Tel Aviv, and the Bay Area. Insight’s mission is to find, fund, and work successfully with visionary executives, providing them with tailored, hands-on software expertise along their growth journey, from their first investment to IPO. For more information on Insight and all its investments, visit insightpartners.com or follow us on X @insightpartners.
Contacts
Website: Confidotech.com
Press Contact: Mikayla@confidotech.com
