Confido Raises $20M to Build an AI Operating System for Retail Brands

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Published by Stephen Oluwadara at August 20, 2025

Confido is Tackling The Challenges of Retail Operations

Founded in 2022 by Justin Hunter and Kara Holinski, Confido started by automating Cash Application and Deductions Management and expanded into Trade Promotion Management and Sales Forecasting in the past year. The goal was to provide Accounting, Finance, and Sales teams with a centralized platform to plan, execute, and analyze every retail dollar.

“With our Series A funding, we’re building the AI backbone that will unlock every brand’s retail potential,” the company said in a LinkedIn Post.

Confido helps brands achieve peak performance on store shelves by tackling the most challenging aspects of retail operations. Its platform manages a wide range of tasks, from distributor chargebacks and deduction recovery to retailer-specific trade plans and forecast rollups.

“We want to build the tool to solve the complexity of scaling in retail,” Justin Hunter, Confido’s co-founder and CEO, said. “We have spent countless hours with our incredible customers, learning the ins and outs of how they manage their businesses. We wanted to build something that actually made life easier for Accountants, Finance Managers, and Sales teams.”

This vision has resulted in four powerful modules — Cash Application, Deductions Management, Trade Promotion Management, and Forecasting — each built with best-in-class, purpose-built features.

To date, Confido has processed more than $1 billion in deductions on behalf of its customers and expects to have forecasted more than $1.5 billion in revenue through the platform.

Confido’s Operational Excellence and Next Steps

Confido has processed over $1 billion in customer deductions, identifying invalid claims, flagging duplicates, and accelerating recovery. Looking ahead, customers have forecasted over $1.5 billion in revenue through the platform.

“We know the stakes are high. Every dollar that falls through the cracks is a lost opportunity,” said Holinski. “That’s why we focus on automation that not only saves time, but directly impacts the bottom line.”

Confido delivers a strong return on investment (ROI) by enabling faster cash reconciliation and seamless two-way data syncing. It also improves deduction accuracy and boosts recovery rates, ensuring businesses recover more of what they’re owed.

With enhanced trade visibility and true-up accuracy, companies can plan revenue and inventory with greater confidence. These benefits combine to drive efficiency, reduce losses, and support better decision-making.

By spanning Finance, Sales, and Operations, Confido eliminates the overhead of syncing multiple systems or hiring external consultants just to obtain clean data.

With this new funding round, Confido is prioritizing the expansion of its engineering and customer success teams, further investing in automation, and intensifying its AI efforts to help brands capitalize on opportunities.

“We’re committed to being the partner that moves as fast as our customers do,” said Holinski. “That means faster onboarding, deeper support, and a roadmap that’s built around the evolving needs of CPG operators.”

Confido is currently growing its New York team with openings in Engineering, Sales, and Customer Success. Brands interested in exploring the platform can schedule a tailored, 30-minute demo customized to their business needs.

Main Image: Stock photo