Corefino Launches New Marketing Series Authored by `The Unknown CFO`

Series of Columns, Blogs, Digital/Social Media Blasts Aimed at Optimizing CFO Function

SUNNYVALE, Calif. - August 11, 2009 - Corefino, the Future of 21st Century Accounting(tm), announced today that it will launch a new marketing series aimed at helping U.S. Chief Financial Officers (CFO`s) and Chief Accounting Officers (CAO`s) optimize their value to U.S. organizations. The series, called "The Unknown CFO" will be a series of columns, blogs and digital/social media blasts aimed at optimizing the CFO/CAO function. The `Unknown CFO` is a top financial executive at a $900 million U.S. Corporation.

"Our goal with the `Unknown CFO` series is to provide inputs and make points, often humorously, about how the traditional conservative role of the CFO is growing, by necessity, in challenging economic times," said Karen Watts, CEO of Corefino. "Through our completely outsourced solution, we can give them the online accounting tools/support they need to make a more strategic contribution to their organizations."

The first release in the new series is entitled, "An Interview with a Non-Strategic CFO (And Why He/She won`t Likely See 2010)." Corefino`s `Unknown CFO` blogger interviews a CFO colleague on the 10 topics, below, and gets decidedly non-strategic answers. The `Unknown CFO` determines that this particular CFO will likely be a candidate for one well-known financial publication`s "CFO Churn-O-Meter." Below are the topics/responses:

1. CAREER: "My career is safe, safe, safe because I am conservative and that is what a CFO should be. My aspirations have a foundation and walls and you may think that sounds siloed but it`s not."

2. REPORTS: "Sometimes I ask for a report and it is easy for the team to complete, sometimes they look at me like I have two heads. I wish I clearly understood what we can get from our reporting system."

3. STAFF COMPETENCE: "Under my direct reports are a bunch of people who, I imagine, do their jobs well."

4. WORK/LIFE BALANCE: "Work is all there is to life."

5. COST CUTTING: "Cut SG&A costs anyway possible. It is what the CEO asked me to investigate, and I will deliver, ruthlessly, if you don`t mind."

6. MORE COST CUTTING: "I think that eliminating employee sponsored perks like coffee creamers is evidence to the CEO of my commitment to cost containment."

7. JOB SECURITY: "If you don`t come to work on Saturday, don`t bother to come in on Sunday."

8. STRATEGIC CONTRIBUTION: "I tend to have little review time for financial analysis since I am mired in the execution of it myself."

9. ONGOING ANALYSIS: "Balance sheet reconciliations only need to be performed at year end. Likewise, LCMs, impairment, pension analysis, tax provisions, debt FMV, option accounting and provision analysis...I don`t want to stress out my staff by asking them to keep up with these things."

10. RESPONSIBILITIES/SUPPORT TOOLS: "I am responsible for treasury, financial reporting, tax, budgets, forecasts, strategic plans, payroll, procurement, accounting services and IT. I do the best I can, but the demands are endless, and our system is from the early 90`s. What do you WANT from me?

The entire release as well as The Unknown CFO series will be featured at Corefino`s Blog.

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.