eLayaway, Inc. Announces New Branding Strategy

TALLAHASSEE, FL--(Marketwire - Jan 17, 2012) - As part of an initiative to strengthen and expand its marketability, eLayaway, Inc. (OTCQB: ELAY) (OTCBB: ELAY), today announced it is expanding its corporate brand structure to create a more streamlined and effective sales strategy. Through the formation of a new wholly owned subsidiary named DivvyTech Systems, Inc. ("DivvyTech"), the Company will improve its ability to communicate its core strengths and support a broader market with payment solutions beyond layaway. DivvyTech will manage eLayaway, Inc.'s proprietary payment technology that currently powers eLayaway's various brands.

"DivvyTech is developing breakthrough payment technologies," said Sergio Pinon, Chief Executive Officer of ELAY and DivvyTech. "Thanks to the flexibility built into our core technology, we are able to enhance existing payment processes and create new, innovative ones."

By leveraging and diversifying the technology built to support the automation and management of scheduled installment payments, DivvyTech will be able to provide customizable payment solutions to retailers, healthcare providers, financial institutions, leasing companies, collection agencies, payment processors and the travel industry. Additionally, distributors and manufacturers will benefit from DivvyTech's logistic solutions, which are currently under development to help improve supply-chain management efficiencies. DivvyTech will be a B2B payment technology company, while the brands it manages will serve the consumer, small business, middle market and enterprise-level companies.

"This new branding strategy will enhance our sales and marketing efforts by expanding our reach and properly communicating the difference between the technology and the products and solutions it supports," stated Sue Jones, Chief Operating Officer of ELAY and DivvyTech.

About eLayaway, Inc. and DivvyTech Systems, Inc.
DivvyTech Systems, Inc., a wholly-owned subsidiary of eLayaway, Inc., develops automated payment solutions designed to support layaway, leasing, micro-lending, layaway-credit hybrids and credit denial conversion programs. DivvyTech is responsible for managing eLayaway.com, eLayawaySPORTS.com, eLayawayHEATH.com, eLayawayTRAVEL.com, eLayawayMALL.com and eApartado.com. The Company has offices in Tallahassee, FL, Salt Lake City, UT, and Portland, OR.

Safe Harbor Statement
This report includes forward-looking statements covered by the Private Securities Litigation Reform Act of 1995. Because such statements deal with future events, they are subject to various risks and uncertainties and actual results for the current fiscal year and beyond could differ materially from the Company's current expectations. Forward-looking statements are identified by words such as "anticipates," "projects," "expects," "plans," "intends," "believes," "estimates," "targets," and other similar expressions that indicate trends and future events. Factors that could cause the Company's results to differ materially from those expressed in forward-looking statements include, without limitation, variation in demand and acceptance of the Company's products and services, the frequency, magnitude and timing of any or all raw-material-price changes, general business and economic conditions beyond the Company's control, timing of the completion and integration of acquisitions, the consequences of competitive factors in the marketplace, cost-containment strategies, and the Company's success in attracting and retaining key personnel. Additional information concerning factors that could cause actual results to differ materially from those projected is contained in the Company's filing with The Securities and Exchange Commission. The Company undertakes no obligation to revise or update forward-looking statements as a result of new information since these statements may no longer be accurate or timely.

For more information, please visit www.DivvyTech.com.