Exhibit 99.4





CERTIFICATION REQUIRED BY RULE 13a-14(a)
OR RULE 15d-14(a), PURSUANT TO SECTION 302 OF THE SARBANES-OXLEY ACT OF 2002



I, Gordon J. Reykdal, certify that:



1. I have reviewed this annual report on Form 40-F/A of The
Cash Store 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 issuer as of, and for, the periods presented in this report;



4. The issuer’s other certifying officer(s) 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)) and internal control over financial reporting (as defined in Exchange Act Rules 13a-15(f) and 15d-15(f)) for the issuer
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 issuer, 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) Designed such internal control over
financial reporting, or caused such internal control over financial reporting to be designed under our supervision, to provide
reasonable assurance regarding the reliability of financial reporting and the preparation of financial statements for external
purposes in accordance with generally accepted accounting principles;



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



(d) Disclosed in this report any change
in the issuer’s internal control over financial reporting that occurred during the period covered by the annual report that
has materially affected, or is reasonably likely to materially affect, the issuer’s internal control over financial reporting;
and



5. The issuer’s other certifying officer(s) and I have
disclosed, based on our most recent evaluation of internal control over financial reporting, to the issuer’s auditors and
the audit committee of the issuer’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 issuer’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 issuer’s internal control over financial reporting.



| | By:    | /s/ Gordon J. Reykdal               
| | ------ | ------------------------------------
| | Name:  | Gordon J. Reykdal                   
| | Title: | Chairman and Chief Executive Officer
| |        |                                     
| | Date:  | May 24, 2013