Insight Partners Leads Confido’s $55M Series B for CPG Brands
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Confido has raised a $55 million Series B led by Insight Partners. Trenches Capital, Watchfire and Barrel Ventures joined, along with returning investors Footwork and Y Combinator, both of which have now backed the company in three straight rounds. Confido has raised $77 million in total.
The company is based in New York. Its platform brings finance, accounting, sales and operations together across the commercial cycle for consumer packaged goods brands.
Consumer brands have long run deductions, trade spend, forecasting and operational planning across disconnected systems, which drags on margin and growth. Confido puts those workflows on one shared set of data. Its AI-powered automation helps teams resolve deductions, spot financial impacts, plan more accurately and simplify operations, surfacing only the decisions that need human judgment.
More than 250 CPG brands, including Daisy, Dude Wipes, Kettle & Fire and Unilever, use the platform, and more than $30 billion in retail sales planning runs through it. Since its Series A, Confido has grown fivefold year over year, and its valuation has also risen fivefold over the same stretch.
Former athletes Justin Hunter, now CEO, and Kara Holinski founded the company in 2022. The new capital will speed up product development, expand Confido’s presence in food service and grow its product, engineering and go-to-market teams.
Agencies, data providers and finance software vendors that work with consumer brands can get verified contacts at newly funded startups every week through B2B SaaS Leads.
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