Confido Raises $20M to Build the AI Operating System for Scaling CPG Brands in Retail

A single source of truth for Accounting, Finance, and Sales teams, with purpose-built AI tools and weekly product releases

Scaling in retail for CPG isn’t just complex — it’s often chaotic. Disconnected spreadsheets. Outdated legacy systems. Missed deductions. For fast-growing brands trying to scale retail, it’s a broken process that costs time, money, and growth.

Confido is on a mission to help brands achieve their maximum performance on-shelf.

This week, the company announced $20M in total funding across its Seed and Series A rounds, led by Footwork with participation from Watchfire Ventures, Y Combinator, Boulder Food Group II, Fintech Fund, Barrel Ventures, and a group of strategic angels. With hundreds of brands already on the platform— including OLIPOP, MUSH, Dr. Squatch, Momofuku, and DUDE Wipes — Confido is quickly becoming the financial operating system for CPG.

Launched in 2022, Confido started by automating Cash Application and Deductions Management and expanded into Trade Promotion Management and Sales Forecasting in the past year. The goal was to give Accounting, Finance, and Sales teams a central place to plan, execute, and analyze every retail dollar.

Built for How CPG Actually Works

Confido is purpose-built for the nuances of consumer brands — from distributor chargebacks and deduction recovery to retailer-specific trade plans and forecast rollups.

“We want to build the tool to solve the complexity of scaling in retail,” said Justin Hunter, Confido’s co-founder and CEO. “We have spent countless hours with our incredible customers, learning the ins and outs of how they manage their businesses. We wanted to build something that actually made life easier for Accountants, Finance Managers, and Sales teams.”

That mission has generated four powerful modules — Cash Application, Deductions Management, Trade Promotion Management, and Forecasting — each built from the ground up with best-in-class, purpose-built features. Our long-term vision is to be the singular platform where CPG brands run their entire retail-based business, with every workflow, insight, and decision in one place.

Cash Application: Confido eliminates manual entry by using AI to collect documents, extract data, and match invoices with precision.

Deductions Management: Confido automatically tags deductions and flags likely disputes, with built-in tools to resolve them directly in the platform.

Trade Promotion Management: Confido connects contract terms, deduction payments, and in-market results — providing full visibility into every trade event in one place.

Forecasting: Confido brings together depletions, statistical modeling, and AI-driven insights to support Annual Operating Planning in one platform.

Weekly Product Releases, Built With Operators in Mind

“We’re obsessed with shipping. Not for the sake of novelty, but because our customers deserve tools that keep pace with how quickly they need to operate,” said Kara Holinski, Confido’s co-founder and CTO. “Every week, we talk to users, look at what’s slowing them down, and solve it. That’s the engine behind our product.”

Recent releases include:

• Targets and Scenarios: Build complete account-level plans for AOP — and roll them into an annual forecast with populated trade events with one click.
• AI Contract Reading: Extract terms from PDFs to instantly create or match trade events, automatically auditing promotions and creating confidence in terms and deductions.
• Depletions Forecasting: Normalizes depletion data across long-tail retailers and calculating accurate, group-level velocity, to achieve greater forecast accuracy for 100% of retail accounts

Operational Excellence, Engineered for CPG

Confido has already processed over $1 billion in deductions on behalf of its customers — identifying invalid claims, flagging duplicates, and speeding up recovery. Looking ahead, customers have forecasted over $1.5 billion in revenue through the platform.

“We know the stakes are high. Every dollar that falls through the cracks is a lost opportunity,” said Holinski. “That’s why we focus on automation that not only saves time, but directly impacts the bottom line.”

The platform’s ROI is driven by:

• Faster cash reconciliation and two-way data syncing
• Higher deduction accuracy and recovery rates
• Increased trade visibility and true-up accuracy
• More confident revenue and inventory planning

And because Confido sits across Finance, Sales, and Operations, it reduces the overhead of syncing multiple systems or hiring outside consultants just to get clean data.

What’s Next for Confido

With this new round of funding, the team is focused on expanding engineering and customer success teams, investing further into automation, and doubling down on AI efforts to help brands maximize their opportunities.

“We’re committed to being the partner that moves as fast as our customers do,” said Holinski. “That means faster onboarding, deeper support, and a roadmap that’s built around the evolving needs of CPG operators.”

Confido is currently expanding its New York team with open roles in Engineering, Sales, and Customer Success. For brands interested in trying the platform, the team offers tailored, 30-minute demos based on your business needs.

Book your personalized demo to see how Confido can help you plan smarter, reclaim revenue faster, and operate with confidence.