Abstract: Systems and methods are disclosed for providing crowdsourced contest for a behavior modification plan such as a plan to modify a user's diet, spending habits, or meals. A contest definition may be formulated based on a request received from the user and an analysis of the user's purchase history. The contest may be published to potential respondents based on analysis of the respondent's own purchase history. Payments may be authorized upon selection of a respondent's plan. The user's purchasing activity may be monitored and reported to the selected respondent to facilitate coaching. Coaching activity may be facilitated and or detected and payment authorized for such activity. Achievement of goals may be verified using the purchase activity of the user and payment authorized to the selected respondent to the extent goals are achieved.