Confido, an AI-powered infrastructure provider for CPG brands, announced a $55 million Series B raise led by Insight Partners, bringing its total venture funding to $77 million. The company’s software unifies finance, accounting, trade spend, forecasting and operations workflows for more than 250 brands.
“For decades, CPG software recorded the work but never did it. We built Confido to run it,” Justin Hunter, the company’s CEO and co-founder, said in a statement. “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.”
Companies including Daisy, Dude Wipes, Kettle & Fire and Unilever use Confido’s platform to protect their margins as commercial operations grow more complex. Confido’s AI-powered solution is designed to surface only the decisions that require human judgment and help teams resolve deductions, identify financial impacts, improve planning accuracy and streamline operational processes.
Equipped with its latest capital injection, Confido plans to accelerate product development, expand its presence in the food service sector and expand its workforce across its product, engineering and go-to-market teams.
