Confido

Confido

Confido is an AI platform for consumer packaged goods brands, covering the back office that retail actually runs on. Confido unifies finance, accounting, sales and operations across the commercial cycle: resolving retailer deductions, managing trade promotions, applying cash, forecasting sales, and planning demand and supply. The automation is pointed at the work that eats a small finance team — reconciling thousands of chargebacks and short payments — and it escalates only the decisions that need a human call.

Production credibility: Confido announced a $55M Series B led by Insight Partners on 22 September 2026, with Trenches Capital, Watchfire and Barrel Ventures joining and returning investors Footwork and Y Combinator backing the company for a third consecutive round. Total funding is $77M. The company was founded in 2022 by Justin Hunter and Kara Holinski, reports 5x year-over-year growth since its Series A, and says more than 250 brands run over $30B in retail sales planning through the platform. Named customers include Unilever, Feastables, Dude Wipes, Idahoan Foods and Kettle & Fire.

Key Features

• Deduction and chargeback resolution against retailer claims
• Trade promotion management across the planning cycle
• Cash application matched to open invoices
• Sales forecasting and demand planning
• Supply planning tied to the same forecast
• Sales analytics across retail accounts

Ideal Use Case

Consumer brands selling through retail, where deductions and trade spend are large enough to distort the P&L but the finance team is too small to chase every claim. It fits companies that have outgrown spreadsheets for trade planning and want forecasting, promotion and deduction data in the same system.

How Confido differentiates

Ramp, Brex and Numeric address the general finance stack; Confido is vertical software for one industry's specific problem, which is that retailers deduct money and brands struggle to prove whether the deduction was valid. That specificity is the moat and the limit: outside CPG it does not apply, and inside CPG it replaces a category of work that general finance tools do not touch. The named customer list and the third consecutive round from the same investors are the strongest signals here.

FAQ

Q: What does Confido do? A: Confido is an AI platform for consumer packaged goods brands. It unifies finance, accounting, sales and operations — deduction resolution, trade promotion management, cash application, sales forecasting, and demand and supply planning.

Q: How much has Confido raised? A: Confido raised a $55M Series B led by Insight Partners in September 2026, bringing total funding to $77M. Footwork and Y Combinator returned for a third round.

Q: Who uses Confido? A: More than 250 consumer brands, including Unilever, Feastables, Dude Wipes, Idahoan Foods and Kettle & Fire, with over $30B in retail sales planning running through the platform.

Q: How much does Confido cost? A: Pricing is not published. Confido sells to brands through a demo and scoping process.

Q: What is deduction management? A: When retailers pay a brand less than invoiced, citing promotions, damages or compliance, each short payment has to be validated or disputed. Confido automates that matching and escalates only claims needing a human decision.

tl;dr

Confido is an AI platform for CPG brands covering deductions, trade promotions, cash application and demand planning. It raised a $55M Series B led by Insight Partners in September 2026, has 250-plus brands including Unilever and Feastables, and $77M in total funding.