Confido

Confido becomes the de facto financial OS for scaling CPG brands, reaching ~$12-15M ARR by 2028 as AI-driven deductions management and trade promotion tools spread across its blue-chip customer base; Footwork and new Series C investors price the company at $200-250M, and after absorbing $20M in liquidation preferences and ~20% Series B dilution, employee common stock returns approximately 280%. This requires sustained 80-100% YoY revenue growth and successful expansion of retailer and distributor integrations beyond the current 40+.

Confido grows steadily to $4-6M ARR by 2028, raises a Series B at $80-120M post-money, and paper-marks employee equity at roughly 55% above current implied common value, with actual liquidity remaining 4-6 years away. The CPG niche proves defensible but crowded, limiting multiple expansion as larger competitors sharpen their vertical focus.

Growth stalls below $3M ARR as Salesforce Consumer Goods Cloud and large ERP vendors absorb mid-market CPG budgets; fundraising tightens and Confido accepts a flat or down round at $35-50M, leaving $20M in liquidation preferences ahead of common equity and resulting in approximately a 75% loss of grant value. An acqui-hire or distressed sale would nearly zero out employee equity gains.