Confido has raised $55 million in Series B funding led by Insight Partners as the company expands an AI-powered platform designed to connect finance, accounting, sales, trade spend, forecasting and operations for consumer packaged goods (CPG) companies. The financing comes as brands face increasing pressure to manage margins across increasingly complex retail and commercial workflows.

CPG companies have long relied on separate systems for financial planning, trade promotions, deductions, forecasting and operational execution. Confido is betting that bringing those functions into a unified commercial platform can reduce the gaps between financial data, sales activity and operational decisions.

The New York-based company, founded in 2022 by Justin Hunter and Kara Holinski, said its latest round brings total funding to $77 million. Insight Partners led the Series B, with participation from Trenches Capital, Watchfire and Barrel Ventures, alongside returning investors Footwork and Y Combinator.

Confido said more than 250 CPG brands now use its platform, including Daisy, Dude Wipes, Kettle & Fire and Unilever. Collectively, more than $30 billion in retail sales planning runs through the platform, according to the company.

The technology targets several processes that sit between commercial teams and finance departments. Its platform brings together workflows involving deductions, trade spending, forecasting and operational planning, while its AI capabilities are designed to automate parts of the process and surface decisions requiring human intervention.

That positioning puts Confido into an increasingly important area of CPG financial technology and enterprise automation: revenue and margin management.

Trade spend is a particularly significant cost category. McKinsey reported in June 2026 that companies across industries typically allocate 8% to 11% of revenue to trade incentives, with some businesses spending as much as 20%. The consulting firm said fragmented visibility can make it difficult for companies to determine whether trade investments are generating sustainable returns.

For CPG organizations, the issue is not limited to accounting accuracy. Trade promotions, deductions and forecasting decisions can affect inventory, retailer relationships, pricing and ultimately gross margins. Connecting those workflows can potentially give finance and commercial teams a common view of the financial consequences of decisions.

Confido’s AI automation is designed around that operating model. Rather than simply recording transactions, the company says its software can help resolve deductions, identify financial impacts, improve planning accuracy and automate operational processes.

The approach also reflects a wider move toward AI applications that execute enterprise workflows rather than simply generating recommendations. Deloitte’s 2026 Global Consumer Products Industry Outlook found that 92% of surveyed consumer products companies said they were likely to deploy AI agents or autonomous systems to execute functions with minimal human oversight during the following 12 months. The survey covered 300 executives.

That does not mean AI deployment is already mature across the industry. Deloitte’s separate June 2026 survey of 200 retail and CPG executives found that 75% viewed AI as a top strategic priority, but only 16.5% said they could quantify a return from it. Enterprise-wide AI deployment remained in the single digits to low double digits for the sectors surveyed.

For Confido, that gap between AI investment and measurable business outcomes provides the commercial context for its platform. Its target is not a general-purpose AI assistant, but a set of financial and operational workflows where small improvements can affect a company’s margins.

The company said it has grown fivefold year over year since its Series A and that its valuation has increased fivefold over the same period. Those figures are company-reported metrics and were not independently verified in the announcement.

The new capital will fund product development, expansion into food service and additional hiring across product, engineering and go-to-market functions.

Confido’s competitive challenge will be integrating deeply enough into the existing enterprise technology stack to become a system of record or operational layer rather than another application alongside ERP, accounting, CRM and supply-chain systems. Major enterprise software providers including Microsoft, SAP, Oracle and Salesforce already cover portions of the finance, sales and operations lifecycle, while specialist revenue-growth-management platforms address pricing and trade promotion.

The opportunity is therefore less about replacing every existing system than about connecting data and decisions across them. For CPG finance leaders, that could mean better visibility into deductions and trade spend. For sales organizations, it could mean tighter alignment between commercial activity and financial outcomes. For operations teams, shared planning data could reduce manual reconciliation.

McKinsey has previously estimated that advanced revenue-growth-management capabilities can produce significant returns for CPG companies, while noting that technology alone is insufficient without changes to operating models and decision processes.

Confido’s Series B gives the company additional capital to pursue that convergence. Whether the platform can become a broader operating layer for CPG companies will depend on adoption across increasingly complex commercial environments, the reliability of its AI automation and its ability to demonstrate measurable financial outcomes.

Market Landscape

CPG software is moving toward greater integration between financial planning, commercial execution and AI-driven automation. Trade spend remains a major area of potential optimization, while brands are simultaneously investing in forecasting, pricing and revenue-growth-management technology.

AI adoption is accelerating, but measurable returns remain less mature. Deloitte’s 2026 research found high strategic interest in AI among consumer-product executives alongside limited ability to quantify ROI.

The emerging competitive field includes large enterprise platforms, specialized CPG software providers and newer AI-native applications. The differentiator is increasingly shifting from simply digitizing workflows to connecting commercial data and automating decisions across the business.

Top Insights

• Confido raised $55 million in Series B funding led by Insight Partners, bringing its total funding to $77 million.
• The platform connects CPG finance, accounting, sales, trade spend, forecasting and operations in a unified commercial workflow.
• More than 250 CPG brands use Confido, with over $30 billion in retail sales planning reportedly running through its platform.
• Deloitte found 92% of surveyed consumer-products companies expect to deploy AI agents or autonomous systems for key functions within 12 months.
• McKinsey estimates trade incentives commonly represent 8% to 11% of revenue, making optimization a significant CPG margin-management opportunity.

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