Abstract: Examples provide dynamic incentives for installment payment plans. A request for a dynamic incentive associated with an installment payment plan is received. An incentives manager analyzes transaction data, associated with a transaction performed on a merchant application or a website, using a set of user-configured rules to generate dynamic incentives in real-time. The incentives are customized for each user such that two users presented with the same installment payment plan are offered different incentives based on their previous transaction history, merchant preferences, dynamic market trends data, and/or payment card data. The incentives can be prioritized using scores and/or rankings enabling the system to present the highest priority incentives to the user. The customized incentives are presented to the user with the installment payment plans in real-time during completion of the transaction. By offering incentives to the user, user stay on the merchant application or the website is extended.