Abstract: A user submits a set of personal and lifestyle questions to an electronic reward system, which calculates from the answers an estimated lifetime value based on the user's life expectancy and lifestyle, such as an estimated lifetime spend. The system selects a set of offers, provided by sponsors, to the user based on the answers provided. The user may select any one of the offers and is then transferred to another system provided by the corresponding sponsor in order to complete a transaction involving the offer. Some or all of the information provided by the user to the reward system may, with the user's consent, be copied to the sponsor's system. In another aspect, the estimated lifetime value is used in a game involving guessing the value. In another aspect, users provide information about themselves to a database, and in return an equity share in a company that administers the database is provided to a party nominated by the user. The company then licenses the database in return for revenue.