Cake Premium addresses crucial needs of average consumers by providing an easy-to-use service that delivers objective guidance with a proven track record of success and ongoing monitoring. The service will help consumers achieve their specific retirement goals and potentially save hundreds of thousands of dollars in fees that are typical of most mutual funds.

Trillions of dollars have been wiped out from 401Ks and retirement accounts, and consumers are now more than ever searching for personal investing solutions that they can trust, comprehend and that provide transparency. According to a recent survey conducted by Harris Interactive on behalf of Cake Financial, only 21 percent of U.S. adults who use financial investment firms are confident that firms put customers' best interests ahead of their own when it comes to managing client investments. Moreover, barely 12 percent of those adults who currently invest in mutual/retirement funds believe that the cost and fees they pay for mutual funds justify the return on their investments.(1)

"Investing is intimidating and a chore for people of all ages so many shy away from taking control of their investments," said Steven Carpenter, Cake Financial co-founder and CEO. "It doesn't need to be that scary or difficult. With Cake Premium, our goal is to give consumers an easy way to do better by providing a clear asset allocation strategy and putting more money back into their pockets by strategically indentifying the highest yielding funds with the lowest management fees."

Cake Premium is simple to set up and incorporates consumers' information into its proprietary algorithm to deliver individualized asset allocations and substitute funds, so they can achieve their specific investment goals and retire comfortably by a desired age. Consumers are provided with an assessment of their current allocation and holdings against specific replacement funds (chosen by Cake) that are higher quality with lower costs. Data is aggregated from more than 18,000 funds across 70 different investment categories. Cake Financial estimates that just by reducing the hidden fees associated with most mutual funds, consumers will have the potential to gain an average of $200,000 during the course of their investment cycle.(2)

Consumers can easily link to an unlimited number of 401Ks and brokerage accounts from more than 65 of the leading investment services including Fidelity, Schwab, E*TRADE, TD AMERITRADE and more.Cost and Availability

Cake Premium is available for $99.99 per year.

Additional Services

Cake Financial provides multiple solutions so consumers can choose the service that will best help them achieve their individual retirement goals. In addition to Cake Premium, other services include:

• Cake Free -- a free service that allows consumers to track their investments, get market insights and understand performance so they can more effectively manage their retirement portfolio.
• Cake Comparison -- a service that helps consumers maximize their returns by indentifying higher quality funds with lower management fees. Cake Comparison is available for $29.99 per year.
• Cake Take -- the company grades close to 18,000 mutual funds, 2,000 stocks, and over 400 ETFs and gives high marks to those low cost index funds and ETFs, and the small percentage of actively managed funds that consistently beat investing industry benchmarks, such as the S&P 500.
• Cakedex -- an index of the top 100 holdings of top investors. Consumers can compare their performance and get new investment ideas.

(1) Survey Methodology -- Harris Interactive fielded the study on behalf of Cake Financial Corporation from June 22-24, 2009 via its QuickQuery(SM) online omnibus service, interviewing a nationwide sample of 2,261 U.S. adults aged 18 years and older. Data were weighted using propensity score weighting to be representative of the total U.S. adult population on the basis of region, age within gender, education, household income, race/ethnicity, and propensity to be online. No estimates of theoretical sampling error can be calculated; a full methodology is available.

(2) Example -- a 47 year old with a $250k retirement account balance in mutual funds with higher than average fees and turnover can save up to $200k up until retirement.