Cash Store Financial to Hold 2009 Annual General Meeting and First Quarter
results conference call and webcast on October 29th, 2009

EDMONTON, Oct. 21 /CNW/ - The Cash Store Financial Services Inc. ("Cash Store Financial") (TSX:CSF) today announced that it will hold its management conference call and webcast with shareholders, analysts and institutional investors to discuss its first quarter results for the three months ended September 30th, 2009 on Thursday, October 29th , 2009 at 12:00 p.m. EST (10:00 a.m. MST). The results will be released after market close on Wednesday, October 28th, 2009.

The conference call may be accessed by dialing 416-644-3421 or toll-free 1-800-814-4861. It will also be broadcast live via the Internet at: http://w.on24.com/r.htm?e=167384&s=1&k=56B7BB90617D71847015194CFFBB2022

A replay of the conference call will be available until November 5th, 2009 by dialing 416-640-1917 or toll-free 1-877-289-8525 and entering passcode 4175925 followed by the pound sign.

Media are invited to participate by telephone or by webcast and may contact Gordon J. Reykdal, Chairman and Chief Executive Officer at (780) 408-5118 or Michael J.L. Thompson, Senior Vice President and Corporate Secretary, (780) 408-5595, Cell: (780) 937-4729 after the conference call with any questions.

About Cash Store Financial

Cash Store Financial is the only broker of short-term advances and other financial services in Canada publicly traded on the Toronto Stock Exchange (TSX: CSF). Cash Store Financial operates more than 450 branches across Canada under the banners: The Cash Store and Instaloans.

The Cash Store and Instaloans act as brokers to facilitate short-term advances and other financial services to income-earning consumers who may not be able to obtain them from traditional banks. Cash Store Financial also provides a private-label debit card - the Freedom card and a prepaid credit card - the Freedom MasterCard, and other financial services.

Cash Store Financial employs more than 1,600 associates and is headquartered in Edmonton, Alberta.

This News Release contains "forward-looking information" within the meaning of applicable Canadian and United States securities legislation. Forward-looking information includes, but is not limited to, information with respect to our objectives, strategies, operations and financial results, competition as well initiatives to grow revenue or reduce retention payments. Generally, forward-looking information can be identified by the use of forward-looking terminology such as "plans", "expects", or "does not expect", "is expected", "budget", "scheduled", "estimates", "forecasts", "intends", "anticipates", or "does not anticipate", or "believes" or variations of such words and phrases or state that certain actions, events or results "may", "could", "would", "might", or "will be taken", "occur", or "be achieved". In particular this News Release contains forward-looking statements in connection with the Cash Store Financials goals and strategic priorities, introduction of products, share repurchase initiatives and branch openings. Forward-looking information is subject to known and unknown risks, uncertainties and other factors that may cause the actual results, level of activity, performance or achievements of Cash Store Financial, to be materially different from those expressed or implied by such forward-looking information, including, but not limited to, changes in economic and political conditions, legislative or regulatory developments, technological developments, third-party arrangements, competition, litigation, risks associated with but not limited to, market conditions, and other factors described in our Annual Information Form ("AIF") dated August 26, 2009 under the heading "Risk Factors". All material assumptions used in making forward-looking statements are based on management's knowledge of current business conditions and expectations of future business conditions and trends, including our knowledge of the current credit, interest rate and liquidity conditions affecting us and the Canadian economy. Although we believes the assumptions used to make such statements are reasonable at this time and have attempted to identify in our continuous disclosure documents important factors that could cause actual results to differ materially from those contained in forward-looking statements, there may be other factors that cause results not to be as anticipated, estimated or intended. Certain material factors or assumptions are applied by us in making forward-looking statements, include without limitation, factors and assumptions regarding our continued ability to fund our payday loan business, rates of customer defaults, relationships with, and payments to, third party lenders, demand for our products, as well as our operating cost structure and current consumer protection regulations. There can be no assurance that such information will prove to be accurate, as actual results and future events could differ materially from those anticipated in such information. Accordingly, readers should not place undue reliance on forward-looking information. We do not undertake to update any forward-looking information, except in accordance with applicable securities laws.

SOURCE The Cash Store Financial Services Inc.

For further information: For further information: Gordon J. Reykdal, Chairman and Chief Executive Officer, (780) 408-5118 or Michael J.L. Thompson, Senior Vice President & Corporate Secretary, (780) 408-5595, Cell: (780) 934-4729

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The Cash Store Financial Services Inc.

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