The Cash Store Financial Services, Inc. announced that it has launched a new suite of line of credit products in Ontario. These line of credit products are designed to better serve the under-banked consumers through flexible medium term credit products and help build a credit history and move toward lower cost mainstream credit. Cash Store Financial's line of credit products have been tested nationally for over a year.

The full suite of products was introduced in Manitoba in the fall of 2012, where the company no longer offers payday loans. Consumer acceptance of the product offerings has been strong. The company intends to establish lines of credit products in Ontario as its primary product offering.

Payday loans are no longer being offered but the Company intends to maintain a payday loan license in the Province of Ontario, at least until such time that the success of the new product offering has materialized as the company anticipates. The lines of credit are traditional, revolving loans, with regular minimum payments tailored to customers' needs and profiles. Management has determined that the restrictive nature of Ontario's payday loan regulatory scheme prevents it from meeting consumer demands.

These new product offerings fall under relevant Federal laws. This provides the company with the requisite flexibility to effectively serve a broader customer base with better products, at rates that are appropriate to the credit risk associated with each line of credit advanced.