Company intelligence
As of September 22, 2026, Confido has raised at least $55M in equity across 1 sourced funding round.
Confido is a New York AI finance and planning platform for CPG brands that raised a $55 million Series B led by Insight Partners in September 2026.
Confido's product list on its website covers cash application, deductions management, auto-disputes, trade promotions, sales forecasting, sales analytics, demand planning, supply planning and a foodservice product. The company groups these into solutions for finance, accounting, sales and operations teams.[1]
Confido says it connects directly to 80+ retailers, distributors, ERPs and accounting systems. The Dude Wipes case study on the company site names NetSuite as the accounting system that customer posts to, and says the integration took under a week to bring live.[1],[2]
Confido sells on a yearly subscription, according to CEO Justin Hunter in an AlleyWatch interview. Hunter says the company sells each product a la carte but that most customers end up buying the whole product. The pricing page lists two bundles, Accounting & Finance and Sales & Operations, each with unlimited seats. It does not publish prices.[3],[4]
Confido's CEO says his own background shaped the idea. Hunter told AlleyWatch that his mother spent years managing retail stores for Target and his father sold software to consumer brands. He says that after working with consumer businesses directly he saw how much of the back office still ran on manual processes, spreadsheets and disconnected systems.[3]
Confido has run deductions and trade promotion work for customers since at least mid-2025. A Feastables case study on the company site is dated July 4, 2025. It says an external consulting team had already implemented Confido's Cash Application product at Feastables before the brand adopted Confido's trade promotion management software.[5]
Confido added a foodservice product in 2026. The company's homepage carries a banner reading "Now serving foodservice," and the foodservice page describes software that connects distributor billbacks, operator purchasing and trade agreements. Confido says it is the first AI-powered accounting and trade promotion management product for foodservice brands, a claim the sources reviewed do not verify independently.[1],[6]
Confido announced a $55 million Series B on September 22, 2026, led by Insight Partners. The announcement was distributed by Business Wire with a New York dateline.[7]
Confido's Series B drew participation from Trenches Capital, Watchfire and Barrel Ventures. Returning investors Footwork and Y Combinator also took part, and the release says each has now backed Confido for a third consecutive round.[7]
Confido's total funding is $77 million, according to the release, and CEO Justin Hunter gave the same figure to AlleyWatch. The sources reviewed do not itemize the Series A or any earlier round, so those amounts and dates are not stated here.[7],[3]
Confido reports 5x year-over-year growth since its Series A and a 5x increase in company valuation over the same period. No valuation figure has been disclosed, and the company has not published revenue.[7],[8]
Confido says it will use the money to accelerate product development, expand in food service and keep hiring across product, engineering and go-to-market teams. Rebecca Liu-Doyle, a managing director at Insight Partners, Larry Fitzgerald Jr., a co-founder of Trenches Capital, and Mike Smith, a co-founder and general partner at Footwork, are each quoted in the release.[7]
Confido's other co-founder is Kara Holinski. The sources reviewed give her name and founder status but do not state her title.[8],[7]
Confido has not published a headcount in the sources reviewed. The company's about page links to open jobs, and the funding release says it plans to keep growing its product, engineering and go-to-market teams.[9],[7]
Confido counts MUSH, a consumer food brand, as a customer. MUSH's chief financial officer, Gary Hilderbrand, is quoted in the Business Wire release saying Confido gave the company the visibility and insights to have confidence in its forecast.[7],[8]
Confido published a Feastables case study saying the brand recouped nearly $500,000 by identifying invalid or duplicate charges and short ships. The same case study says the trade promotion rollout took 2 months to onboard. These are results reported by Confido about its own customer.[5]
Confido's homepage lists further customer results without a dated source. It says Every Man Jack saved $325K and paid for the software in one year, and that Deep Indian Kitchen built its full 2026 annual plan for 24,500 stores. The page also carries quotes from executives at Idahoan Foods and Evergreen.[1]
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| Date | Round | Amount | Valuation | Lead investors | Source |
|---|---|---|---|---|---|
| Sep 22, 2026 | Series B | $55M | — | BusinessWire |
Equity only. “Equity raised” above sums the rounds with a dated, linked source; rumored rounds, tender offers and secondary sales are listed but not counted, and debt financing is listed separately.
Confido has raised at least $55M in equity across 1 sourced funding round tracked by Value Add VC. The most recent was a $55M Series B in September 2026, reported by BusinessWire. Debt financing, tender offers and secondary sales are not counted. BusinessWire puts total funding at $77M (September 2026).
Lead investors in Confido's sourced funding rounds include Insight Partners. Per round: its September 2026 Series B was led by Insight Partners.
Confido is headquartered in Harkstede, Netherlands, according to Wikidata.
Figures are labelled Reported (a source states it), Estimated, Derived (computed from other facts) or Rumored (in talks / unconfirmed). Rumors never replace a confirmed figure. Each figure keeps its own as-of date; history is preserved rather than overwritten.