Confido, a New York startup whose software handles sales forecasts, trade promotion budgets, and accounting for consumer packaged goods brands, raised a $55 million Series B led by Insight Partners, taking its total funding to $77 million. More than 250 brands, including Unilever, Dude Wipes, and Kettle & Fire, use its AI to sort out retailer deductions, the money retailers hold back from a brand’s payments over promotions, pricing mismatches, or short shipments, and to tie promotional spending to their forecasts. Confido plans to use the round to move into food service and hire across engineering, product, and sales.
