Confido Raises $55 Million Series B to Scale AI Platform for CPG Brands

Confido, a software platform purpose-built for CPG finance and operations teams, has closed a $55 million Series B led by Insight Partners. The round brings total funding to $77 million as the company scales its AI-powered infrastructure across accounting, sales, trade spend management, and supply chain planning.

Founded in 2022, Confido serves more than 250 consumer brands, a roster that spans emerging startups to large-scale operators including OLIPOP, Simple Mills, Daisy, and Nestlé, per the company. The platform integrates with more than 70 retailers, distributors, ERPs, and accounting systems, positioning itself as a single source of truth for teams that have historically managed these functions across fragmented tools and spreadsheets. The company reported 5x year-over-year growth in 2025.

The platform's product suite covers deduction management, trade promotion planning, demand and supply planning, sales forecasting, cash application, and retail analytics. The company describes its approach as replacing manual workflows and siloed planning processes with a unified environment for finance, accounting, sales, and operations teams working across the CPG back office.

Why it matters

Investor appetite for vertical software in CPG has grown steadily as brands at every scale confront the operational complexity of managing retail velocity data, trade spend, and deductions across dozens of retail partners. General-purpose ERP systems were not designed for the specific mechanics of CPG trade promotion management or the volume of retailer deductions that erode margin at scale. A dedicated platform addressing those pain points has a clear wedge into the market, and the presence of a major technology growth investor at Series B validates the size of that opportunity. The round also reflects a broader shift: institutional capital is increasingly willing to back infrastructure plays rather than only consumer-facing brands within the CPG ecosystem.

What to watch

With $77 million in total funding and a customer base that already includes a global food conglomerate alongside fast-growing challenger brands, the key question is whether Confido deepens its footprint in the enterprise segment or continues driving growth primarily through scaling mid-market brands. How the company allocates capital between product development, new integrations, and its sales motion will signal which direction it is betting on.

Featured on @cpglatest: see the post

Sources

• Confido | AI Infrastructure for CPG Brands
• About Confido: The CPG Finance and Planning Platform