By Scott Martin

Cognical wants to turn window shoppers with subprime credit into buyers.
 
The New York-based financial technology startup, which provides retailers a lease-to-own program for online and brick-and-mortar customers, on Wednesday said it has secured a $12.5 million Series B funding round.
 
Cognical’s financing product for retailers, known as Zibby, is intended to address what the company says is a market of millions of consumers left out of retail transactions. The Zibby payment option appears as a button in one’s digital shopping cart online or an option in retail stores.
 
“We’re actually bringing the ‘noneprime’ consumer online to shop for the first time,” said Chief Executive and co-founder Brandon Wright.
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