Confido Raises $55M Series B Led By Insight Partners
Quick Reads
- Confido has raised $55 million in a Series B round led by Insight Partners, bringing its total funding to $77 million.
- The startup unifies finance, accounting, sales, and operations for CPG brands, and now serves over 250 customers including divisions of Unilever, Mars, and Nestlé.
- The new capital will fund an expansion into food service and continued growth of Confido’s product, engineering, and AI teams.
Confido, a startup that automates back-office operations for consumer packaged goods (CPG) brands, has officially raised $55 million in a Series B round led by Insight Partners, the company confirmed Tuesday 22nd, 2026. The raise brings Confido’s total funding to $77 million since its founding in 2022.
Trenches Capital, Watchfire, and Barrel Ventures joined the round, alongside returning backers Footwork and Y Combinator, both investing for a third consecutive time. Confido previously raised a $15 million Series A led by Footwork in August 2025, following an earlier seed round from Watchfire Ventures.
Founded by former athletes Justin Hunter and Kara Holinski, Confido unifies finance, accounting, sales, and operations onto a single shared data layer for CPG companies, targeting workflows like deductions, trade promotion management, cash application, and demand forecasting that many brands still run through spreadsheets and disconnected systems.
More Than 250 CPG Brands Now Use The Platform
The company says over 250 consumer brands use its software, including divisions of Unilever, Mars, and Nestlé, plus direct-to-consumer names like OLIPOP, Simple Mills, and Dude Wipes. More than $30 billion in retail sales planning reportedly runs through Confido’s system.
With the fresh capital, Confido plans to expand into food service, grow its product and engineering teams, and push further into AI-driven automation across the CPG commercial cycle. The company recently hired Matan Friedmann as its first Head of AI.
The announcement coincided with a LinkedIn post from Janice Kim, Confido’s founding product designer, who described building the company’s design function from scratch around real customer workflows rather than assumptions, pointing to the closeness between the team’s CPG operators and what actually ships as a competitive edge.
Confido said it is hiring across product, engineering, and go-to-market teams as it scales, with Insight Partners now standing among its lead institutional backers going forward.
