Direct Response Financial Services Appoints T. Randolph Catanese as CEO and President

Direct Response Financial Services Appoints T. Randolph Catanese as CEO and President



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Los Angeles, CA—-(HISPANIC PR WIRE)–March 17, 2005–Direct Response Financial Services, Inc. (OTCBB:DRFL), a leading provider of stored value and debit card products and services to Hispanics and other underserved consumers, today announced changes in its executive management team. Ted Kozub, the CEO of the Company, will be replaced by T. Randolph Catanese as the new CEO and President of the Company, effective immediately. Mr. Kozub will also be replaced on the Company’s board of directors by Mr. Catanese. Mr. Kozub will take the position of Controller and will also head the Company’s Audit Committee.

The purpose of the management change was to enhance management’s ability to increase shareholder value through execution of the Company’s business model which focuses on stored value card products and related technology such as the Company’s proprietary DirectLoad Network(TM).

T. Randolph Catanese has 15 years of experience in the direct response industry primarily through his relationship with Infomercial Monitoring Service, a leader in direct response information reporting. Additionally, Mr. Catanese has significant experience in connection with stored value card products and services as he was the founder of Direct Card Services, a subsidiary of the Company, and has acted as its Managing Member over the last 3 years. Further, Mr. Catanese has been a member of the California Bar Association since 1983. As an attorney, he focused his practice on entrepreneurial based enterprises.

“I appreciate the tremendous opportunity Direct Response Financial Services offers to me as the new CEO and President. I look forward to working hard to capitalize on the Company’s existing business initiatives through Hispanic media and grocery channels. I also look forward to implementing and increasing the size of our DirectLoad Network(TM) both in the United States and internationally,” said T. Randolph Catanese, CEO of Direct Response Financial Services.

Mr. Catanese continued, “The Company is very grateful to Ted Kozub for his faithful and diligent service to the Company over the last several years. We are fortunate that Mr. Kozub has agreed to serve as Controller and head of the Company’s Audit Committee. His accounting background and auditing expertise will assist us greatly.”

About Direct Response Financial Services, Inc.

Direct Response Financial Services, Inc. is a provider of payment card systems including a variety of branded and co-branded stored value cards (i.e., prepaid debit cards). The Company has agreements with leading financial institutions such as MasterCard, Chase Manhattan Bank, and Optimum Pay USA, Inc. as well as leading radio broadcasters such as Spanish Broadcasting Systems and Emmis Communications. The Company’s first target is the market for payment solutions for un-banked and under-banked Latinos, the largest and fastest growing population in the United States. For more information on the Company please visit http://www.drfs.net.

Statements that are not historical facts are forward-looking statements. The Company, through its management, makes forward-looking public statements concerning its expected future operations, performance and other developments. Such forward-looking statements are necessarily estimates reflecting the Company’s best judgment based upon current information and involve a number of risks and uncertainties, and there can be no assurance that other factors will not affect the accuracy of such forward-looking statements. It is impossible to identify all such factors, factors that could cause actual results to differ materially from those estimated by the Company. They include, but are not limited to, government regulation, managing and maintaining growth, and the effect of adverse publicity, litigation, competition and other factors that may be identified from time to time in the Company’s public announcements.

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CONTACT:

MCC Financial Services

Dilek Mir

(310) 453-4667 x 235

Website: http://www.drfs.net

Direct Response Financial Services Appoints T. Randolph Catanese as CEO and President