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Well Run profileThe Well Run 100 · #62 of 720

Position 62

Confido

AI back-office platform for CPG brands: deductions, trade spend, forecasting, accounting

Pace
3:30/kmSprint5.0
Distance
Distance Half.
Open ops roles
4
Last week
#53
Move
▼ 9
Peak
#53
Weeks in the 100
2
The Chart →
Rank and score over time
Board rank
#43#57#70#53Oct 18#60Oct 25
Pace score
02465Oct 185Oct 25

One point per Sunday re-rank, tracking since Oct 18. The lines fill in week by week.

Sprint 3:30/kmConfido
Race 4:05/km
Tempo 4:40/kmGlimpse
Steady 5:20/km
Warm-up 6:00/km
Cool-down 6:30/km
Confido runs in the Sprint lane. Rivals on Well Run sit in their own pace lanes; further right = more momentum. Tap one to open its page.Also competes with: Vividly, Promomash, SAP / Oracle trade promotion suites
Total raised
$77Msee rounds ↓
Headcount
~94as of Oct 2026 platform.tracxn.com ↗
Founded
2022
HQ
New York, NY

Leadership

The problem

Consumer brands lose margin to retailer deductions and run finance and planning on spreadsheets

What they do

AI back-office platform for CPG brands: deductions, trade spend, forecasting, accounting

Traction 5x year-over-year growth since Series A; 250+ brands incl. Mars, Unilever divisions, Dude Wipes

Hiring trend

Open roles
36
Ops roles
4
Headcount
~114

Headcount +200% YoY to ~114 (LinkedIn, est.); 37 open roles, NYC office

Hiring in

  • New York

Funding

Last round
$55M
Stage
Series B
Date
Sep 2026

Led by Insight Partners

Distance

Half · edge: hard to leave

Growing 5x a year with 250+ CPG brands, including Mars and Unilever divisions, on its back office.

Sources: Confido: $55M Series B announcement (Sep 2026) ↗

Last checked Oct 25, 2026

News timeline

  1. Sep 2026Raises $55M Series B led by Insight Partners; total funding $77M businesswire.com ↗
  2. Sep 2026Launches Fido AI agent for trade promotion management users confidotech.com ↗
  3. Aug 2025Announces $15M Series A led by Footwork plus seed led by Watchfire ($20M combined) finance.yahoo.com ↗
  4. May 2025Launches AI Contract Reading for trade promotions and disputes confidotech.com ↗

Funding historyTotal raised $77M

  1. Sep 2026Series B$55MLed by Insight Partners confidotech.com ↗
  2. Aug 2025Series A$15MLed by Footwork goodwinlaw.com ↗
  3. SeedLed by Watchfire Ventures confidotech.com ↗

Profile facts checked Oct 19, 2026. Every fact links to its public source.

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