Ace Cash Express Franchise Ranks #1 In Industry

Entrepreneur Magazine Names ACE Top Franchiser in Industry Category

(Thursday, January 15, 2004) - ACE Cash Express, Inc. (NASDAQ:AACE) ranked the #1 franchise in the check-cashing category by Entrepreneur Magazine. In addition, ACE made the "Top 100 Franchises List" ranking 59th among the 500 franchise companies rated. This is the 6th consecutive year that the Company has ranked first in its industry.

In the January 2004 issue, Entrepreneur Magazine's "Annual Franchise 500" is a comprehensive review of 500 franchising companies. Rankings are based on financial strength, stability, growth, start-up costs, rate of franchise terminations as well as other factors.

"I am pleased to be a part of not only the top franchise in our industry, but one of the top 100 franchises in the nation," said Marty Mazer, Divisional Vice President of Franchise. "We have sold franchises to a diverse set of entrepreneurs, many of which own other franchises or provide services which compliment our business. ACE offers franchisees a great opportunity to succeed in this industry and we are very excited about growing the franchise business."

Over the past year, ACE opened 32 franchises and has signed agreements to open 105 more over the next five years. As of September 30, 2003, ACE had 206 franchised locations out of its 1,174 total store network.

Forward-looking Statements

This release contains certain "forward-looking statements" within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. These statements are generally identified by the use of words such as "expect," "anticipate," "estimate," "believe," "intend," "plan," "target," "goal," "should," "would," and terms with similar meanings.

Although ACE believes that the current views and expectations reflected in these forward-looking statements are reasonable, those views and expectations, and the related statements, are based on the assumptions of ACE's management and are inherently subject to risks, uncertainties, and other factors, many of which are not under ACE's control and may not even be predictable. Any inaccuracy in the assumptions, as well as those risks, uncertainties, and other factors, could cause the actual results to differ materially from those projected in the forward-looking statements.

Those risks, uncertainties, and factors include, but are not limited to, matters described in ACE's reports filed with the Securities and Exchange Commission, such as:

· Competition within the check-cashing industry as well as from banks, saving and loans, short-term consumer lenders, and other similar financial services entities and from other retail businesses that offer products and services offered by ACE;

· Maintenance of relationships with providers of financing for ACE and with key providers of products and services either offered by ACE to its customers or used by ACE in its business;

· Changes in laws, regulations or accounting standards and decisions or actions taken by courts, regulators and governmental authorities;

· Availability of financing, suitable locations, acquisition opportunities and experienced management to implement ACE's growth strategy;

· Increases in interest rates, which would increase ACE's borrowing costs;

· Lawsuits and regulatory proceedings and their respective results, including settlements.



ACE does not assume, but expressly disclaims, any obligation to update or revise any of these forward-looking statements, whether because of future events, new information, a change in ACE's views or expectations, or otherwise. ACE makes no prediction or statement about the performance of ACE's Common Stock.

About the Company

ACE Cash Express, Inc. is headquartered in Irving, Texas and is the largest owner, operator and franchiser of check-cashing stores in the United States. Founded in 1968, the Company had a total network of 1,174 stores, consisting of 968 company-owned stores and 206 franchised stores in 36 states and the District of Columbia as of September 30, 2003. ACE also operates self-service machines, which provide check-cashing or other financial services without the need for a service associate, at 20 company-owned store locations, 22 third-party bill-payment locations, and, during the tax season, ACE plans to place approximately 220 machines at H&R Block retail offices. ACE offers a broad range of check-cashing and other consumer financial services. ACE is one of the largest providers of MoneyGram wire transfer transactions, and it offers money orders, bill payment services, and prepaid local and long distance telecommunication services. Small, short-term consumer loans are also available to customers at various ACE company-owned stores. The Company's website is found at www.acecashexpress.com.

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