Confido launches the first ai-powered foodservice trade and deductions automation platform. Brianna Chou, Foodservice Product Lead, Confido | October 27, 2026 For decades, foodservice manufacturers have treated two losses as the price of doing business: paying claims they can't fully check, and selling into a channel they can't fully see. Both problems trace back to the same stack of paper. Every month, billbacks and rebate invoices land with the detail needed to fix each one. Most of it gets filed and forgotten. Confido is building the AI infrastructure to automate that work and give manufacturers a clear view of who is buying their products. Leveraged by 250-plus leading CPG companies and manufacturers, the company launched the AI-native trade and deductions platform for foodservice manufacturers. Confido brings cash application, deductions, and trade promotion management to brands selling through distributors, GPOs, and FSMCs. It reads every billback, GPO invoice, and FSMC invoice at the line level, so brands can recover double-dip revenue and see who is buying their products, using data they already have. Sales is rebuilding data that finance already has. Most foodservice manufacturers run two separate efforts to understand the same transactions. Finance works through billbacks and rebate invoices looking for overpayments. Sales assembles distributor reports, broker input, and third-party data to understand which operators are buying. Much of what sales is trying to piece together is already sitting in finance. Billbacks and GPO invoices are the only documents in foodservice that name the end operator. They record which products were purchased, by which operator and site, through which distributor, and at what rate. That detail is spread across portals, email inboxes, and spreadsheets, and it is rarely used for anything beyond the audit. "Foodservice brands have been asked to grow a channel they can't see," said Brianna Chou, Head of Foodservice Product at Confido. "Billbacks and rebate invoices are the source of truth for who is buying. We built Confido to turn those records into something sales and finance can both act on, and to catch the overpayments hiding inside them." Confido checks every claim line against its contract. Confido pulls remittances and backup from major distributor portals, including US Foods, Sysco, Gordon, PFG, and DOT Foods, as well as from email and EDI. It splits every claim down to the line level. Each line is resolved to a consistent operator, site, distributor, and item, then checked against the contract it should fall under. Valid lines post to the ERP. Anything that doesn't match is held with a clear reason before it reaches the P&L. Operator names and distributor item codes are mapped once and applied to every future claim. Historical documents can be backfilled. With Confido, you can catch double dips before they go out the door. In foodservice, the same case can earn a rebate more than once. A distributor deducts a direct-deal allowance, then a GPO or FSMC invoices a rebate on the same volume, and different teams pay each claim. At the line level, finding the overlap is a simple match: the same operator, item, and month claimed under two agreements. Confido flags the overlap before payment. Teams short pay the duplicate, leave the valid portion paid, and send a partial dispute with both backups attached. Recovery shifts from an annual audit to a routine part of cash application. The same claims show sales exactly who is buying. The same resolved lines form a record of operator purchasing. Sales and finance can see which operators and sites bought, through which distributors and redistributors, and under which programs. Chain accounts are linked to individual locations. Unlike third-party data, this record reflects the brand's own volume and ties directly to what the brand paid. Contracts with distributors, GPOs, FSMCs, and direct operators live in the same system, with their terms, eligible operators, and signed documents. Finance pays against the same records that sales plans from. Each claim cycle compounds the advantage. Recovery and visibility reinforce each other. Each cycle of claims enriches the operator record, which sharpens detection and shows which programs earn their spend. Contracts built on that evidence have fewer overlaps, which means cleaner claims next cycle. Confido helps foodservice manufacturers recover double-dip revenue, uncover who is buying, and optimize trade, using the claims they already receive today. Send The Food Institute a recent billback, and The Food Institute will show you the operators and overlaps behind it. Visit confidotech.com today.

Confido raises $55M Series B to take ai-powered automation across the entire consumer brand back office. Sep. 25, 2026 at 9:38 am The new funding will accelerate product development, food service expansion, and hiring across product, engineering, and go-to-market NEW YORK-(BUSINESS WIRE)-Confido, the platform that unifies finance, accounting, sales, and operations across the Consumer Packaged Goods (CPG) commercial cycle, today announced a $55 million Series B led by Insight Partners. The round drew participation from Trenches Capital, Watchfire, and Barrel Ventures, along with returning investors Footwork and Y Combinator, both of which have now backed Confido for a third consecutive round. The investment comes as consumer brands face growing pressure to protect margin amid increasingly complex commercial operations. For decades, critical workflows across finance, accounting, trade spend, forecasting, and operations have been managed across disconnected systems, creating inefficiencies that impact profitability and growth. Founded in 2022 by Justin Hunter and Kara Holinski, former athletes, Confido was built on a simple belief: the brands that win protect every point of margin the way the best defenses protect a lead. Today, more than 250 iconic CPG brands, including Daisy, Dude Wipes, Kettle & Fire, and Unilever use Confido to connect commercial planning, finance, operations, and execution. Collectively, more than $30 billion in retail sales planning runs through the platform. "Confido has been instrumental for us," Gary Hilderbrand, Chief Financial Officer of MUSH. "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." CPG brands have traditionally relied on a patchwork of software systems to manage deductions, trade spend, forecasting, and operational planning. Confido brings those workflows together in a single platform, allowing data and decisions to move seamlessly across the business. Its AI-powered automation helps teams resolve deductions, identify financial impacts, improve planning accuracy, and streamline operational processes, surfacing only the decisions that require human judgment. "For decades, CPG software recorded the work but never did it. We built Confido to run it," said Justin Hunter, Co-Founder and CEO of Confido. "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." The financing follows significant business momentum for Confido, including 5x year-over-year growth since its Series A and a 5x increase in company valuation over the same period. "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," said Rebecca Liu-Doyle, Managing Director at Insight Partners. "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." "You don't back a team three times on a story. You back them on results," said Larry Fitzgerald Jr., Co-Founder of Trenches Capital and Confido investor. "The teams that win are built so every part works as one system, and that is what protects a brand's margin. Margin is what gives growth room to run." "CPG is a $2.5 trillion category, and the software to run it is a $100 billion-plus market that no company had ever claimed," said Mike Smith, Co-Founder and General Partner at Footwork. "We backed Confido during the Series A because they understood the back office better than anyone. We're back because they're now building the platform that the whole category can run on." The round brings Confido's total funding to $77 million. With the new capital, the company plans to accelerate product development, expand its presence in food service, and continue growing its product, engineering, and go-to-market teams to meet rising demand of consumer brands. About Confido Confido is the AI infrastructure for CPG brands, unifying finance, accounting, sales, and operations on one shared set of data. It gives brands one system to run the commercial cycle, grow the top line, and protect every point of margin. About Insight Partners Insight Partners is a global software investor partnering with high-growth technology, software, and Internet startup and ScaleUp companies that are driving transformative change in their industries. As of December 31, 2025, the firm has over $90B in regulatory assets under management. Insight Partners has invested in more than 900 companies worldwide and has seen over 55 portfolio companies achieve an IPO. Headquartered in New York City, Insight has a global presence with leadership in London, Tel Aviv, and the Bay Area. Insight's mission is to find, fund, and work successfully with visionary executives, providing them with tailored, hands-on software expertise along their growth journey, from their first investment to IPO. For more information on Insight and all its investments, visit insightpartners.com or follow us on X @insightpartners. Unlock the articles, expert interviews, and data reports that power the food and beverage industry. Join our community and stay ahead with exclusive insights from BevNET and Nosh.