Exhibit 31.1
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       I, William D. Sullivan, certify that:

       1. I have  reviewed  this  quarterly  report  on  Form  10-Q  of  Pioneer
Financial Services, Inc.;

       2.  Based on my  knowledge,  this  report  does not  contain  any  untrue
statement of a material fact or omit to state a material fact  necessary to make
the statements made, in light of the  circumstances  under which such statements
were made, not misleading with respect to the period covered by this report;

       3. Based on my knowledge,  the financial statements,  and other financial
information included in this report, fairly present in all material respects the
financial  condition,  results of operations and cash flows of the registrant as
of, and for, the periods presented in this report;

       4. The registrant's  other  certifying  officer and I are responsible for
establishing and maintaining  disclosure  controls and procedures (as defined in
Exchange Act Rules 13a-15(e) and 15d-15(e)) for the registrant and have:

              (a) Designed such disclosure  controls and  procedures,  or caused
       such  disclosure  controls  and  procedures  to  be  designed  under  our
       supervision,   to  ensure  that  material  information  relating  to  the
       registrant,  including its consolidated subsidiaries, is made known to us
       by others within those entities,  particularly during the period in which
       this report is being prepared;

              (b) Evaluated the  effectiveness  of the  registrant's  disclosure
       controls and  procedures  and  presented  in this report our  conclusions
       about the effectiveness of the controls and procedures,  as of the end of
       the period covered by this report based on such evaluation; and

              (c)  Disclosed  in this  report  any  change  in the  registrant's
       internal  control  over  financial  reporting  that  occurred  during the
       registrant's most recent fiscal quarter that has materially affected,  or
       is reasonably  likely to materially  affect,  the  registrant's  internal
       control over financial reporting; and

       5. The registrant's other certifying officer and I have disclosed,  based
on our most recent evaluation of internal control over financial  reporting,  to
the registrant's  auditors and the audit committee of the registrant's  board of
directors (or persons performing the equivalent functions):

              (a) All significant  deficiencies  and material  weaknesses in the
       design or operation of internal  control over financial  reporting  which
       are reasonably  likely to adversely  affect the  registrant's  ability to
       record, process, summarize and report financial information; and



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              (b) Any fraud,  whether or not material,  that involves management
       or  other  employees  who  have a  significant  role in the  registrant's
       internal control over financial reporting.

       Date:    May 13, 2005




                                         /s/ William D. Sullivan
                                         --------------------------------
                                         William D. Sullivan
                                         Chief Executive Officer