Abstract: A financial institution computing system includes a contextual data analysis circuit and a service customization circuit. The contextual data analysis circuit is configured to receive a message from a user device of a customer. The contextual data analysis circuit is further configured to extract contextual data from the received message. The contextual data analysis circuit is further configured to determine one or more of an emotional state of the customer and a reason for the message based on the extracted contextual data of the message. The service customization circuit is configured to perform a financial service for the customer based on at least one of the determined emotional state of the customer and the reason for the message.