Judith Rothrock Named Acting Chief Marketing Officer for SaaS Leader Corefino

Former Marketing Exec from Lawson, Hyperion, Ceridian to Extend Corefino Visibility, Growth

SUNNYVALE, Calif. - July 13, 2009 - Corefino, the Future of 21st Century Accounting(tm), announced today that Judith Rothrock, a former marketing leader from Lawson, Hyperion and Ceridian, and the current President of JRocket Marketing has been named Acting Chief Marketing Officer (CMO) of Corefino. She will join Corefino founder and CEO Karen Watts, COO Jay Shah, VP of Partnerships/General Counsel Jason Altieri and VP of Sales Lisa Dean, among other well-known executives in a mission to advance the adoption of the company's three-part, outsourced People-Place-Platform accounting solution for mid-market organizations.

Rothrock, a San Diego resident, who has helped more than 20 technology companies achieve success and market visibility, is a fixture within the technology executive world and well known to the industry's leading analysts.

"I watched Judith Rothrock convince some pretty savvy people back in the 1990's that the then much smaller Hyperion deserved to be mentioned in the same breath with the big ERP boys," said Dennis Byron, technology research analyst and contributor/author at IT Business Edge, IT Investment Research and eBIZQ. "A few years later she pulled off the same play quarterbacking Lawson's marketing efforts." IDC analysts agree. "She discovers the core strengths of companies and communicates their unique differentiators so that their brands stand out," said IDC's Henry Morris, Senior Vice President, Worldwide Software and Services Research. "This is essential for success in the face of today's economic conditions. Even in crowded B2B markets, JRocket consistently repositions companies and their growth curves often improve markedly."

Corefino: The Triple Play Accounting Solution for Strategic CFOs

Corefino's 'triple play' accounting solution provides an off-premise; audit-ready financials solution with a Best Practices outsourced approach -- similar to the heavily-adopted outsourced payroll solutions now in general practice. Operating as a value-added-reseller of proven Software-as-a- Service (SaaS) accounting software solutions, and deploying its own custom accounting team in a scalable and modular approach, Corefino is 100% focused on supporting the new breed of strategic CFO's. Corefino is currently partnered with SaaS accounting vendors CODA, Intaact and others.

This new and rapidly growing pool of strategic CFO's has two agendas: 1) to help their companies substantially cut a large, recurring expense that adds little or no value by being on premise; and 2) they desire to re-allocate time currently spent on people and technology management to strategic financial management activities that have greater impact on the company's financial position.

Rothrock's firm, JRocket Marketing LLC, recently announced it had signed its 20th client since its founding in 2001. It was originally established in the New York metro area where it previously served East Coast clients Deltek, Fujitsu Glovia, Arbitron and others.

About Corefino

Corefino is the 'Future of 21st Century Accounting' -- a completely outsourced solution for replacing the aging on-premise approach to performing routine financials. Corefino offers a turnkey people/place/platform combination of outsourced accounting experts, outsourced technology and its Triple-C (Connect-Correct-Comply) Best Practices/ workflow framework. By removing the on-site technology and headcount headaches from mid-market CFO's and Controllers, Corefino helps them to become 'strategic accelerators' capable of more meaningful business impact.

Corefino operates on a variety of Software-as-a-Service (SaaS)-based platforms via monthly subscriptions, and has formed strategic partnerships including ADP, EASi and Intacct. Corefino has vertical market expertise in digital home services, electronic gaming, health services, municipal government, regional corporate offices, alternate energy and clean technology focused companies. Corefino services include reconciliation, GAAP-based financials, plus others that facilitate monthly/quarterly/annual closes, IPO and merger preparation, etc. The company was founded in 2004, the Triple-C platform was completed in 2006, and the company received capitalization in 2008 to challenge the mid-market ERP leaders. Corefino, recognized as a candidate for InformationWeek's 2009 'Top 50' Start-Ups, is based in Sunnyvale, CA. For more information on the company, please see www.corefino.com.