Abstract: Technology is disclosed for generating health-based incentive plans and systems and methods for generating and implementing user-specific health-based incentive plans and transactions. The technology can receive user specific data to create a user-specific health status data set relating to at least a user's current health status and receive an incentive plan request. The technology can also generate a health-based challenge program for improving one or more aspects of the user's current health status and provide an incentive to the user based on improvement of the user's current health status.