Direct Response Financial Services, Inc. Completes New Bankcard Program

Business Editors

LOS ANGELES--(BUSINESS WIRE)--Jan. 7, 2004

Direct Response Financial Services, Inc. (OTCBB:DRFL) announced today that through its subsidiary, Direct Card Services, LCC ("DCS"), it completed an approved sales program for a bankcard under the trademark "Direct Card Services- Personal Advantage Card". The bankcard will work in existing bankcard networks as well as existing ATM networks. It is designed for domestic and international use. The bankcard is unique because it includes user incentives and free access to DCS's Global Money Online (an Internet-based technology for money movement).

The bankcard will be coupled with DCS's proprietary DirectTrak System. DRFL will market the combined products to various media groups. Initially DRFL will offer its new product in radio and television media. Through the DirectTrak System, DRFL will enable its media clients the opportunity to track customer buying patterns in relation to media advertising.

Gregory Rotelli, President of DRFL stated, "Our clients now have an entirely new way to identify their audience and the buying patterns of that audience. By combining our bankcard with our DirectTrak System our clients will obtain real time information about their audience enabling our clients to better serve their advertisers. At the end of the day, our Company will provide a new way for our clients to increase revenues without increasing costs."

About Direct Response Financial Services, Inc.

Direct Response Financial Services, Inc. (OTCBB:DRFL; Berlin:DFS) makes it easier, faster and more secure for people and businesses to buy goods and services, using virtually any form of payment: credit, debit, smart card, stored-value card, electronic check at the point-of-sale, or over the Internet. The Company's primary focus is to provide merchants and consumers with innovative financial products and services to expand their business and life in the electronic age. DRFL's mission is to allow its customers the ability to make payment and accept payment anytime, anywhere and through any means - safely, securely and reliably. For more information on DRFL go to the website 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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