New York, NY — August 11, 2025 — Confido, the financial operations platform purpose-built for consumer packaged goods (CPG) brands, today announced the close of its Series A funding round and a previously unannounced Seed round – raising a total of $20M. The round was led by Footwork, with participation from Watchfire Ventures, Y Combinator, Boulder Food Group, Fintech Fund, Barrel Ventures, along with additional venture firms and strategic angel investors.
Confido was founded by Justin Hunter (CEO) and Kara Holinski (CTO) to help CPG brands scale without relying on outdated systems and manual processes. The company launched with automated Cash Application and Deductions Management and quickly expanded into Trade Promotion Management and Sales Forecasting — giving finance and sales teams a single platform to plan, execute, and analyze every retail dollar.
“I used to work inside a CPG brand, trying to manage trade spend and deductions with spreadsheets and broken tools,” said Justin Hunter, co-founder and CEO of Confido. “I looked for software that could solve the problem — and when I couldn’t find it, I decided to build it. We created Confido to give modern brands the intelligent, flexible system we always wished we had. Our mission is to help brands maximize their on-shelf performance.”
Confido serves both emerging brands and category leaders, with customers managing everything from distributor chargebacks to annual planning in one unified system. AI-powered features like Contract Reading, Deduction Classification, and Depletions & Statistical Forecasting eliminate tedious, error-prone tasks — while improving accuracy, visibility, and collaboration across teams.
“It’s been incredible to see what our customers have accomplished with Confido,” said Kara Holinski, co-founder and CTO of Confido. “We’ve automatically processed over $1 billion in deductions and looking ahead, our customers are forecasting over $1.5 billion in sales. These are more than just numbers — they represent real momentum, and we’re proud to be building the infrastructure that helps CPG brands scale with confidence."
With new features launching weekly, Confido’s pace of innovation is fueled by a tight customer feedback loop and a product-first culture. This new funding will accelerate Confido’s investment in engineering and customer success, enabling faster product development and deeper support for its expanding user base. The company is actively hiring product-first builders who care deeply about creating tools that make an immediate impact for customers.
Today, hundreds of high-growth brands including OLIPOP, MUSH, Dr. Squatch, Momofuku, and Dude Wipes use Confido to manage cash flow, recover revenue, and forecast demand — all in one system.
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