Confido
Confido Innovation & Technology Culture
Frequently Asked Questions
Confido is highly innovative because it is rebuilding a manual, spreadsheet-driven CPG workflow into a single AI platform that spans cash application, deductions, demand forecasting, supply planning, production planning, trade promotion management and analytics. It positions itself at the intersection of AI, fintech and financial services, and its products are designed to connect finance, sales, operations and supply chain work that has traditionally lived in disconnected systems. Its claim of creating the first automated financial operations for CPG, combined with a steady flow of new products and features, signals a company focused on category creation rather than incremental improvement.
That innovation is already operating at meaningful scale. Confido supports 200+ brands including OLIPOP, Simple Mills and Dr. Squatch, manages $40B+ in customer revenue, and has reached 5x ARR growth after being founded in 2022. The company also builds in a way that reinforces speed and experimentation: teams work closely together in person in Chelsea, new hires ship in week one, everyone talks to customers, and employees are expected to take ownership of problems and solve them quickly.
Confido Employee Perspectives
Can you share an example of how you’re using AI in your day-to-day work and what problem it helps you solve?
In my day-to-day, I use AI to handle all of the boilerplate or syntax-heavy work that used to require hours of sifting through docs. It goes without saying, but AI also allows me to be much more efficient when coding, since it can work faster than I ever could. From a user-facing perspective, AI allows me to accurately pinpoint and triage common problems reported by users, letting me solve real world problems much more efficiently. The increased development speed that comes with AI is great, but your code can quickly become a big ball of mud if you’re not being careful. I’ve found it increasingly useful to use AI to help me manage my projects, effectively acting as a project manager on my behalf. I use AI not only to help me code, but also to help me manage multiple projects at the same time.
How has your company supported you in experimenting with AI or building new AI-powered solutions?
Confido has been super supportive with experimenting with AI and the vast majority of projects that I work on have been directly related to building new AI-powered solutions. Recently, I’ve been working on building an AI agent called Fido to allow users to interface with the application in natural language. Beyond just the product side, Confido has been very supportive when it comes to using AI to build internal dev tools. I have agents running that scrape error logs, summarize common bugs encountered in the app and deliver daily engineering reports to me via Slack. I really like the fact that Confido lets developers experiment with new models. While we typically use Claude Code in our day-to-day, Confido lets us try out and compare new models to those we currently use. This has allowed me to stay at the cutting edge of the LLM landscape.
How has working with AI changed the way you think about your own career or future growth?
As AI models have become more and more powerful, the actual day-to-day work of a developer has fundamentally shifted; the era of the “code monkey” has come to an end. It’s really hard to predict where things will lead, just as it would have been really hard to predict where the models would be now just a few years ago. Outside the doom and gloom possibility of AI taking over everything and eliminating all humans (the paperclip maximizer), I view the changes that AI has brought to the industry as a jump to a higher layer of abstraction. Programming started with physical punch cards, moved to writing in assembly, then to low level programming languages, then to higher level languages with greater abstraction. I think AI is the next logical progression of this trend. While I don’t know where things will be in a few years, I’m confident that being able to think at the systems level will be increasingly important, along with the ability to have good design taste and make informed decisions around business context that an AI won’t be able to do.

















