CERTIFICATION

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

      1.   I have reviewed this quarterly report for the fiscal quarter ended
December 31, 2003 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

           (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 11, 2004



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