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Confido raises $55M Series B led by Insight Partners to scale AI-powered CPG automation
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Confido has raised $55 million in Series B funding, led by Insight Partners, to expand its AI-powered financial and operational automation platform for consumer packaged goods brands.
The funding comes as Confido works to replace manual, fragmented processes across the CPG back office with software and AI that can automate financial and operational workflows.
The company was founded by Justin Hunter and Kara Holinski and has built its platform specifically around the operational complexity faced by fast-growing CPG brands.
Expanding AI-Powered Automation Across the CPG Back Office
Confido's platform is designed to help CPG companies automate processes spanning finance, sales and operations.
The company has developed capabilities across areas including cash application, deductions management, trade promotion management, forecasting and related financial and operational workflows.
Its broader objective is to give CPG teams a connected platform for managing processes that have traditionally depended heavily on spreadsheets, manual work and additional headcount.
Bringing AI Into CPG Finance and Operations
CPG companies operate across complex networks involving retailers, distributors, promotions, inventory, payments and deductions.
That complexity can create significant amounts of repetitive operational work, particularly for finance and operations teams managing high-growth businesses.
Confido is applying AI and automation to those workflows, with the aim of reducing the amount of manual processing required while giving teams more time to focus on decisions and business performance.
The company's earlier funding announcements described its ambition as building an AI backbone for CPG brands, expanding beyond individual point solutions toward a more connected operating platform.
From Financial Automation to a Broader Platform
Confido initially built its product around financial workflows such as cash application and deductions management.
The platform has since expanded into trade promotion management and sales forecasting, creating a broader set of capabilities across the financial and commercial operations of CPG businesses.
That expansion is central to the company's Series B strategy as it looks to take its technology deeper into the CPG back office.
Scaling the Team and Customer Base
The new funding will allow Confido to invest further in its platform and organisation while expanding its reach among CPG brands.
The company has been building a team that combines software, AI, finance, operations and CPG expertise. Its business operations function, for example, works directly with customers to understand how their businesses operate and identify opportunities for automation.
That customer-led approach reflects the complexity of CPG operations, where workflows across sales, supply chain, finance and retail can be closely connected.
Insight Partners Leads the Series B
Insight Partners led Confido's $55 million Series B, providing additional capital as the company moves into its next stage of development.
Insight Partners has invested in hundreds of software companies and focuses on helping technology businesses scale through growth, operational expertise and access to its broader network.
For Confido, the investment provides capital to expand both its technology platform and the organisation supporting its customers.
Building the AI Operating Layer for CPG
Confido's longer-term opportunity is to move beyond automating individual financial processes and build a more connected AI-powered operating layer for CPG brands.
The company's platform already spans multiple workflows, while its recent product development has increasingly focused on making those processes easier to manage through AI.
With the new funding, Confido can continue expanding that platform while bringing more CPG brands onto the system.
The Series B therefore marks another step in the company's effort to reduce the operational burden associated with running and scaling consumer brands, while giving finance and operations teams more time to direct the systems supporting the business.
About Confido
Confido is an AI-powered financial automation and intelligence platform built for consumer packaged goods brands. The company helps CPG businesses automate and connect financial, sales and operational workflows including cash application, deductions management, trade promotion management and forecasting. Confido was founded in 2020 by Justin Hunter and Kara Holinski and is headquartered in New York.