Abstract: A social financial decision making system for enabling users to make financial decisions in an informed manner, the system including at least one profile generator operable to generate a profile matrix, at least one data gathering unit, and at least one presentation mechanism for presenting financial data to the users, where the presentation mechanism is configured and operable to present financial data pertaining to multiple products, the financial data including a first quality index pertaining to cost associated with each product transaction, a second quality index pertaining to potential profit of each product, and a third quality index pertaining to a peer comparison for each product.