Abstract: Display of a graphical user interface form is initiated in response to selection of a targeted uniform resource locator (URL) directed to a customer destination. The form can have a plurality of required fields. Thereafter, using identification information for the customer encapsulated within the targeted URL, at least one data source is polled to obtain data associated with the form and the customer. Based on the polling and the obtained data, an identification of which of the plurality of required fields do not have entries in the at least one data source is made. In response, the graphical user interface form is generated and rendered in a graphical user interface so as to include the identified fields and to exclude at least a portion of the other fields. Related apparatus, systems, techniques and articles are also described.