Confido Raises $55M to Automate CPG Back-Office Operations

Confido, a New York software company building AI-powered operations infrastructure for consumer packaged goods brands, has closed a $55 million Series B led by Insight Partners.

The round brings total funding to $77 million for the startup, which launched in 2022 to address a persistent challenge in the CPG industry: the administrative burden that grows as brands expand into more retail accounts. Trenches Capital, Watchfire and Barrel Ventures joined the round alongside returning backers Footwork and Y Combinator, according to Automation Watch.

More than 250 CPG brands now use Confido's platform, including divisions of Unilever, Mars and Nestlé, as well as emerging brands like OLIPOP, Simple Mills and Daisy. The company reports that over $30 billion in retail sales planning currently runs through its system.

Why it matters

Consumer brands typically manage trade promotions, deductions, invoices and supply plans through disconnected spreadsheets and software systems. That fragmentation forces finance, sales and operations teams to manually reconcile the same information repeatedly—work that scales poorly as product lines and retail partnerships multiply. Confido's approach consolidates these workflows around shared commercial data, potentially allowing brands to grow revenue without proportional increases in back-office headcount.

From Finance Tool to Operating System

Confido founders Justin Hunter and Kara Holinski initially focused the platform on financial operations, including forecasting, promotion planning and accrual management. The company raised a $15 million Series A in August 2025, bringing total funding at that point to $20 million.

Since then, Confido has expanded to cover cash application, automated disputes, retail analytics, and demand and supply planning. The core proposition: these functions should draw from unified data on customers, products, promotions, contracts and shipments rather than operate in silos.

The company reported 5x year-over-year growth in 2025 and 5x annual recurring revenue growth during the same period.

Building AI Agents for CPG Workflows

Confido plans to deploy the Series B capital to develop what it calls "zero-click" workflows—AI agents designed to handle repetitive tasks without human intervention. These agents would gather documentation, file disputes with retailers and adjust plans as forecasts change.

The automation model is already visible among customers. DUDE Wipes grew revenue more than 100% over two years while expanding into most major U.S. retailers, requiring its accounting operations to process increasing transaction volumes without adding proportional staff. Evergreen, a frozen breakfast brand sold across roughly 8,500 stores, manages trade promotions and forecasting across that footprint with a two-person finance team using Confido.

The Series B will fund continued development of agentic workflows, expansion of planning capabilities, entry into food service distribution, and hiring across product, engineering and go-to-market functions.

Confido is positioning its platform as infrastructure that connects sales, accounting, finance and operations—attempting to embed AI into the underlying system through which consumer brands plan sales, manage retailer spending, protect margins and determine product availability.

These details were first reported by Automation Watch.