NEW YORK--Corefino, the Future of 21^st Century Accounting, released today at an Financial Executive Institute (FEI) Conference a new viral video ad campaign extending its depiction of the disguised and bagged ‘Unknown CFO’ who mimics the well-known ‘Unknown Comic’ seen on late night TV. The campaign debuted here at the ‘Current Financial Reporting Issues 2009’ event and is also available for viewing on You tube at http://www.youtube.com/watch?v=Xqg9Gil3I4c.

Corefino had launched the ‘Unknown CFO’– a real financial executive currently frustrated by being on year three of a major software installation with four more years estimated to completion-- in the summer of 2009. The Corefino campaign extends the woes of this strategic-thinking ‘Unknown CFO’ who yearns to escape demands tied to on-site financial software deployment and on-site staff demands. In the new viral video – the ‘Unknown CFO’ interviews a non-strategic thinking CFO colleague and is amazed by the answers.

“Humor can be a powerful way to illustrate some of the frustrations I’ve personally heard from C-level executives about their on-site ERP (enterprise resource planning) deployments,” said Predrag (P.J.) Jakovljevic, research director for Technology Evaluation Centers. “There is a preponderance of strategic-thinking leaders who have certainly been tied to routine tasks that they need to shed, given the new economics and priorities. Outsourcing non-strategic activities needs to be seriously considered – and there’s a growing array of vendors out there like Corefino who are providing viable alternatives.”

The Silicon Valley-based Corefino launched its turnkey People-Place-Platform online accounting solution in May 2009 for mid-market organizations. The company offers a completely outsourced solution for the recurring financial reporting function, that incorporates software-as-a-service (SaaS accounting) software, business process outsourcing and its own ‘Triple-C’ Connect-Correct-Comply business processes and Best Practices framework. Organizations using Corefino for their audit-ready financials are reporting savings of 25-40% or more. Corefino’s financial executive customers also say that they have freed up substantial blocks of time for strategic initiatives that once were tied to what some call “people and technology babysitting.”

“Corefino is the right solution for financial executives who want to become true partners to CEOs and their line of business colleagues,” says Karen Watts, CEO and founder of Corefino. “On premise technologies and non-strategic staffs are not practical going forward in this economy and don’t make sense in any circumstances where the CFO or Controller can contribute more effectively.”

About Corefino

Corefino is the ‘Future of 21^st Century Accounting’ -- a completely outsourced internet accounting 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 Intaact. 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 accounting on demand 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.