Abstract: As a user considers a purchase or begins a purchase transaction, the user's payment service contacts subscribed issuers to request related offers or discounts for the purchase. Based on the offers or discounts, the user may select between payment instruments for completing the transaction. The issuers may use various heuristics to develop the offers or discounts, including user purchase history, user payment history, type of purchase, value of purchase, or others. In an extension of this embodiment, various loyalty programs may also be contacted for offers related to the proposed purchase.