Abstract: A system for customizing benefits to be made available from benefit providers to financial account holders through their account providers, wherein a promotional enterprise gathers and segments appropriate information in a central server system for use by participant groups, including financial account holders, their account providers, benefit providers, and credit bureaus. Appropriate information is gathered on account holders, with permission, regarding their marketing practices and cross-selling and up-selling mechanisms using their purchasing patterns and behavior. This information is stored in the server system for use in offering account holders enhanced benefit selections in accordance with specific rules that generate free upgrades, fee-based offers, and other cross-sell/up-sell promotions based on the account holders' interests, and which afford product profit opportunity and other pre-determined factors to the participant groups.