Confido lands $55M Series B to automate the CPG back office
What's the deal? ConfidoDealroom has a profile for this one. Try Dealroom →, a platform that unifies finance, accounting, sales, and operations for consumer packaged goods (CPG) brands, has raised US$35.6M Series B led by Insight Partners. Trenches CapitalDealroom has a profile for this one. Try Dealroom →, Watchfire, and Barrel VenturesDealroom has a profile for this one. Try Dealroom → joined, along with returning backers FootworkDealroom has a profile for this one. Try Dealroom → and Y Combinator, both funding Confido for a third straight round.
What's the endgame? Founded in 2022 by Justin Hunter and Kara Holinski, Confido connects commercial planning, finance, operations, and execution in one system. More than 250 brands — including Daisy, Dude WipesDealroom has a profile for this one. Try Dealroom →, Kettle & FireDealroom has a profile for this one. Try Dealroom →, and Unilever — use it, with over $30 billion in retail sales planning running through the platform.
Why now? CPG brands have long juggled deductions, trade spend, forecasting, and operations across disconnected systems. Confido's AI-powered automation resolves deductions, flags financial impacts, and improves planning accuracy, surfacing only decisions that need human judgment.
By the numbers: The round brings Confido's total funding to $77 million. The company reports 5x year-over-year growth since its Series A and a 5x jump in valuation over the same period.
The new capital will fund product development, expansion into food service, and hiring across product, engineering, and go-to-market. "CPG is a game of margins," said Hunter, co-founder and chief executive officer. "You cannot run a sharp brand without software this powerful."
Insight Partners managing director Rebecca Liu-Doyle framed the bet on margin discipline. "Leading consumer brands are laser-focused on each incremental point of margin," she said, citing the need for "data you can actually trust and every part of the commercial operation moving in sync."
The signal: At $55 million, Confido's raise sits in the top 10% of all US fintech Series B rounds by size, a sign of investor conviction in software built for a specific vertical. Footwork's Mike Smith called CPG "US$1.62T category" served by "US$64.7B-plus market that no company had ever claimed" — the wedge Confido is racing to fill.
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Image credit: Confidotech
