Abstract: A computing apparatus is configured to: receive a search term from a user; identify a region within which a residence location of the user is located; obtain a spending profile generated based on aggregating transaction data of users residing in the region; and customize a search result based on the spending profile. For examples, spending of users residing in different regions (e.g., identified via zip+4 postal codes) can be aggregated within respective regions, and normalized and/or ranked across the regions to generate spending preference indicators. Further, the average distances between the residence locations of users residing with different regions and merchant locations at which the users make transactions using payment accounts are determined for the respective regions. The spending indicators and the average distance are used to select, prioritize and/or customize search results to reflect the spending preferences of users based on the residence regions of the users.