Confido, a New York-based software company serving consumer packaged goods brands, has raised $55 million in a Series B funding round led by Insight Partners. The round also included Footwork, Trenches Capital, Watchfire, Barrel Ventures and Y Combinator, bringing Confido’s total funding to $77 million.
Founded in 2022, Confido was established by Justin Hunter and Kara Holinski. The company develops an AI-enabled platform that connects finance, accounting, sales and operations workflows for CPG brands. Its products cover areas including cash application, deductions management, trade promotion management, sales forecasting, demand planning and supply planning.
Confido said more than 250 CPG brands use its platform, with more than $30 billion in retail sales planning running through its systems. The company plans to use the Series B capital to accelerate product development, expand its presence in food service and grow its product, engineering and go-to-market teams.
The financing follows Confido’s $15 million Series A announced in August 2025, which was led by Footwork.
