Abstract: Systems and methods of the invention relate to directly distributing an offer from a merchant to a user based on a relationship established via the Internet. More specifically, the user can request and/or accept a relationship with an entity in which such relationship is leveraged by the merchant to either directly communicate an offer to such user and/or directly communicate an offer to such user and one or more relationships associated with such user. Moreover, based on the one or more relationships redeeming or using the offer, the user can be provided with a specific offer and/or an offer customizable to his or her preferences within one or more guidelines from the merchant.