Confido raises $55M to make the world’s best CPG brands even better

One system for the CPG business

Confido has raised a $55M Series B led by Insight Partners to help consumer brands grow and protect every point of margin. The round includes participation from returning investors, including Footwork, Trenches Capital, Watchfire, Barrel Ventures, and Y Combinator.

Four years ago, our founders Justin Hunter and Kara Holinski set out to solve a familiar problem for CPG accounting teams: the hundreds of hours spent manually matching invoices to payments and deductions. We quickly learned that the problem extended across every function.

CPG planning breaks at the handoffs. The sales team hands demand planning a forecast it doesn’t fully trust. Demand planning hands supply planning a number that gets rebuilt in a spreadsheet. By the time finance commits to a plan, it’s become another version nobody can trace back to the original. Margin leaks out along the way, and opportunities for growth go unseen.

We built Confido to connect that work. Today, more than 250 brands, including Daisy, Dude Wipes, Kettle & Fire, and Unilever, use Confido to bring commercial planning, finance, and operations together. More than $30 billion in retail sales planning runs on the platform.

Impact every line on the P&L

Connecting the CPG business lays the foundation for agents that help brands improve every line of their P&L. With a shared understanding of trade, deductions, demand, and supply, those agents can help teams find opportunities to grow revenue, protect margin, and turn decisions into action.

This new capital will accelerate that work, expanding what our agents can do and the teams building them.