Cash Store Financial to Hold Second Quarter Conference Call January 29, 2009

    EDMONTON, Jan. 22 /CNW/ - The Cash Store Financial Services Inc.
(TSX:CSF) today announced that it will hold its management conference call and
webcast with shareholders, analysts and institutional investors to discuss its
second quarter results for the period ended December 31st, 2008 on Thursday,
January, 29th 2009 at 11:00 a.m. EST (9:00 a.m. MST). The results will be
released prior to the conference call on Thursday, January 29th, 2009.
    The conference call may be accessed by dialing 416-644-3414 or toll-free
1-800-732-9303. It will also be broadcast live via the Internet at A replay of
the conference call will be available until February 5th, 2009 by dialing
416-640-1917 or toll-free 1-877-289-8525 and entering passcode 21293748
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) 934-4729 after the conference call with
any questions.

    About Cash Store Financial

    Cash Store Financial is the only payday advance broker in Canada publicly
traded on the Toronto Stock Exchange (TSX:CSF). Cash Store Financial operates
more than 415 branches across Canada under the banners: The Cash Store and
    The Cash Store and Instaloans act as brokers to facilitate payday advance
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 ancillary products.
    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 28, 2008 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 believe 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.

For further information:

For further information: on Cash Store Financial, please contact: 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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