Confido, an AI-driven platform designed specifically for consumer packaged goods (CPG) brands, secured $55 million in a Series B funding round led by Insight Partners on September 22, 2026. Founded by Harvard graduate Justin Hunter (CEO) and MIT alumna Kara Holinski (CTO), Confido unifies finance, accounting, sales, and operations through a shared data system, helping CPG companies streamline complex retail scaling processes. Key features of the platform include automation for cash application and deductions, trade promotion management, and sales forecasting, serving over 250 brands such as Daisy, Dude Wipes, Kettle & Fire, Unilever, and MUSH.

The fresh capital follows a $20 million Series A funding round in August 2025 spearheaded by Footwork and Watchfire Ventures, bringing Confido’s total fundraising to $77 million. The Series B round attracted participation from Trenches Capital, Watchfire, Barrel Ventures, and returning investors like Footwork and Y Combinator. Rebecca Liu-Doyle, Managing Director at Insight Partners, emphasized the critical need for reliable data and synchronized commercial operations in consumer brands to maintain every incremental margin point—a demand Confido is uniquely equipped to meet with its AI-powered system.

Confido’s platform has demonstrated notable impact, with MUSH’s CFO Gary Hilderbrand highlighting how it provides enhanced visibility, forecasting confidence, and improved operational accuracy. CEO Justin Hunter highlighted that traditional CPG software merely recorded data, whereas Confido actively runs the work to drive sharp brand management, critical because margin precision is vital in the CPG industry. Hunter believes brands already using Confido gain a competitive edge, and those not yet onboard will find themselves at a disadvantage in the years to come.

The newly secured $55 million will fuel further product development and expansion, particularly in food service, engineering, and go-to-market teams, to keep pace with growing demand from consumer brands. As the platform gains traction, Confido aims to continue its trajectory as a indispensable AI tool that integrates financial operations and commercial functions, enabling brands to scale efficiently while maintaining precise control over their margins and decision-making processes.