Confido has raised millions in its Series B round.

As AFROTECH™ previously reported, Confido, the “first automated financial operations software built for CPG,” was founded by Harvard University graduate Justin Hunter (CEO) and Massachusetts Institute of Technology alumna Kara Holinski (CTO). Specifically, it helps bring finance, accounting, sales, and operations under one roof using “one shared set of data,” according to a press release. The AI-powered venture builds tools “to solve the complexity of scaling in retail,” Hunter shared, per AFROTECH™. Products include cash application and deductions automation, trade promotion management, and sales forecasting.

Confido has supported more than 250 brands such as:

  • Daisy
  • Dude Wipes
  • Kettle & Fire
  • Unilever
  • MUSH

“Confido has been instrumental for us,” MUSH Chief Financial Officer Gary Hilderbrand said in the press release. “It’s given us the visibility and insights we need to have confidence in our forecast, improve accuracy across finance and operations, and ultimately make better decisions.”

Confido has now raised $55 million in a Series B round led by Insight Partners. Trenches Capital, Watchfire, and Barrel Ventures, along with returning investors including Footwork and Y Combinator, also participated. This follows a $20 million Series A round led by Footwork and Watchfire Ventures in August 2025.

“Leading consumer brands are laser-focused on each incremental point of margin. That requires data you can actually trust and every part of the commercial operation moving in sync,” Insight Partners Managing Director Rebecca Liu-Doyle explained in a press release. “Confido makes this possible with an AI-powered system that brings finance, sales, and trade operations into a single platform. We are thrilled to partner with Justin, Kara, and the Confido team as they scale.”

The recent round will support product development and scaling across food service, engineering, and go-to-market teams “to meet rising demand of consumer brands.”

“For decades, CPG software recorded the work but never did it. We built Confido to run it,” Hunter said in the press release. “CPG is a game of margins. You cannot run a sharp brand without software this powerful. The brands that matter already run on Confido — the rest will spend years explaining why they didn’t.”

Confido has now raised $77 million in total funding.