LONGWOOD, Fla., Dec. 2 /PRNewswire-FirstCall/ -- Empire Financial Holding
Company (Amex: EFH), a financial brokerage services firm serving retail and
institutional clients, announced Empire Financial Group Inc.'s second annual
"Trading for a Cure" to benefit cancer research.  In conjunction with this
event, all net trading revenues and online brokerage fees generated on
Thursday, December 9, 2004 will be donated to Florida Hospital's Pediatric
Oncology and Bone Marrow Transplant Units to help people win the fight against
cancer.  In addition, for a one week span from December 1-9, Empire Financial
will donate $10 for every new online account that is opened with the Company.
    Empire's Director of trading operations, Gerry Mastrianni, a double cancer
survivor himself and founder of "Trading for a Cure" said, "After being
diagnosed with Hotchkin's Disease, the bone marrow transplant that I received
at the Florida Hospital saved my life.  Because of the excellent care I was
given, I've been cancer-free for 5 years.  I am extremely grateful to the
Florida Hospital and look forward to raising a lot of money with this year's
event."
    President Donald A. Wojnowski Jr. commented, "Empire Financial's 'Trading
for a Cure' is a great way to kick-off the holiday sprit of giving.  Millions
of Americans are afflicted with cancer every year and I am proud that Gerry
and Empire Financial are able to help in the fight against this deadly
disease.  Last year's event helped raise approximately $20,000 and we have set
even loftier goals this year."
    For more information about the Company's "Trading for a Cure" event,
please contact Gerry Mastrianni at (407) 774 1334, email TFC@empirenow.com; or
Florida Hospital Media Relations at (407) 303-8217, email
brea.barnes@flhosp.org.

    About Empire Financial Group
    Founded in 1990, Empire Financial Group Inc. is a wholly owned subsidiary
of Empire Financial Holding Company, offering individuals, registered
investment advisors, independent brokers and institutions traditional retail
discount and full-service brokerage services.

    About Empire Financial Holding Company
    Empire Financial Holding Company provides full-service and discount retail
securities brokerage via both the telephone and the Internet, offers
securities order execution services, acts as principal in securities
transactions for unaffiliated broker dealers, and provides turn-key fee based
investment advisory services.  The Company also provides private-label
brokerage services and advisory solutions to broker dealers and other
financial institutions.

     FOR FURTHER INFORMATION:

     At the Company:
     Donald A. Wojnowski Jr.
     President
     (407) 774-1300
     investorrelations@empirenow.com

     At Financial Relations Board:
     Lasse Glassen
     General Information
     (310) 854-8313
     lglassen@financialrelationsboard.com

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