How Confido More Than Tripled Its Team and Took Visas Off Its Plate

Knowing that I'm able to offload it completely, trusting Concord with it end to end, is honestly like hiring another employee and just fully not having to manage them at all.

Maddie Collins

Head of People and Talent @ Confido

Overview

There are new faces at Confido's office in Chelsea, New York, almost every week. The team works in person five days a week, and in seven months it has grown from 30 people to 100. Maddie Collins, Head of People and Talent, is the one making sure each of those hires can actually start on day one.

Confido is a B2B SaaS platform for consumer packaged goods brands. It connects the parts of a CPG business that usually live in separate spreadsheets: retailer payments and deductions, trade promotions, forecasting, and demand and supply planning. Founded in 2022 and backed by Y Combinator, the company raised a $55 million Series B led by Insight Partners in September 2026, and counts brands like Olipop, Dr. Squatch, and DUDE Wipes as customers.

Growth like that means competing with some of New York's hottest startups for talent, and bringing people in from outside the US and from across the country. Which puts immigration squarely on Maddie's desk.

Challenge

Hiring at Hypergrowth Speed

Going from 30 to 100 people in seven months means offers going out constantly, and some of the strongest candidates need a visa before they can start. Every immigration case is a start date someone is waiting on. At that pace, a process that needs hand-holding for each hire quickly becomes a bottleneck for the whole company.

Competing for Talent in New York

Confido is up against some of the fastest-growing companies in New York City for the same people. To win them, the team has to bring talent in from outside the US and relocate people from across the country, quickly. A slow or uncertain visa process can be the difference between a signed offer and a lost candidate.

A Previous Firm Stuck in Email Loops

Before Concord, Confido worked with another immigration firm on a one-to-one basis. Maddie describes it as a constant loop of emails: send this over, here it is, send it over again. For a People team already stretched by hiring volume, every round of document chasing was time taken away from the people actually joining the company.

Too Sensitive to Get Wrong

For a new hire, a visa decides whether they can start, move their life to New York, and stay. Maddie calls immigration "a very sensitive topic that you don't want to get wrong." Yet early in her time at Confido, she had little visibility into a case already underway: who was handling it, and when the new hire would start.

The Turning Point: Watching Mikayla's Case

Maddie's introduction to Concord came secondhand. When she was new at Confido, one of the company's employees, Mikayla, had a visa being processed through Concord, and Maddie had no idea what was going on. When does she start? Is this handled? Who's processing this?

The answers turned out to be reassuring. Cases with the previous firm ran on endless back-and-forth emails. Mikayla's went through so seamlessly that Maddie's reaction was simply, "What the heck?" Mikayla introduced her to the Concord team, and Confido brought its hiring over.

The difference is in who does the work. Concord talks directly with each new hire, collecting documents and answering questions without routing everything through the People team. "I know that they're able to handle everything offline, out of sight, out of mind," Maddie says. "I know everything's taken care of." Since Mikayla, Concord has done the same for five more Confido hires.

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The Outcome

For Maddie, each case now feels like "a click of the button and done." Immigration has gone from an open question on every offer to something she doesn't have to manage at all.

That matters because Confido isn't slowing down. Fresh off its Series B, the company is growing its product, engineering, and go-to-market teams, keeping everyone together in person in New York, and continuing to bring in talent from around the country and abroad. Concord is part of how it does that quickly.

As Maddie puts it, at the rate Confido is growing, "it's just one less thing to worry about, and it's phenomenal."

"We are up against some of the most high-growth, exciting companies in New York City. And for us to be able to compete, we have to be able to move talent from outside of the country and around the country."