Intelligent online account lifecycle maintenance through automated event monitoring

A method comprising:

• retrieving account information for an account of a user with a service provider, wherein the account information is associated with at least one of a used feature for the account utilized by the user or a usage rate of the account by the user, and wherein the account is accessible through an application on a device of the user;
• determining, based on the used feature and states of a plurality of other users, a user model associated with the user of the account;
• determining that the user model indicates a likelihood of an abandonment of the account above a predetermined threshold based on the account information and the user model;
• determining a recommendation for the user for a new feature for use with the account by the user based on the likelihood of the abandonment of the account, wherein the new feature is offered to the user to prevent the abandonment of the account, and wherein the new feature comprises an unused account feature available for use with the account;
• determining application interaction data by the user with the application, wherein the application interaction data comprises click-through navigation data of the user with the application;
• determining an electronic pathway to display the recommendation to the user based on the application interaction data;
• transmitting the recommendation to the user using the electronic pathway;
• receiving an acceptance of the new feature;
• implementing the new feature with the account on a website associated with the service provider;
• and
• activating an application feature of the application on the device based on the acceptance, wherein the application feature comprises a process for use with the new feature.

A non-transitory machine-readable medium having stored thereon machine-readable instructions executable to cause a machine to perform operations comprising:

• retrieving account information for an account of a user with a service provider, wherein the account is accessible through an application on a device of the user;
• determining, based on states of a plurality of other users and the account information, a user model associated with the user of the account;
• determining that the user model indicates a likelihood of an abandonment of the account above a predetermined threshold based on the account information and the user model;
• determining a feature for use with the account by the user based on the determining that the user model indicates the likelihood of the abandonment of the account, wherein the feature is offered to the user to prevent the abandonment of the account, and wherein the feature is unused or unknown to the user;
• determining application interaction data by the user with the application, wherein the application interaction data comprises click-through navigation data of the user with the application;
• determining a communication channel to display a recommendation for the feature to the user based on at least one of the application interaction data or the account information;
• transmitting the recommendation to the user using the communication channel;
• receiving an acceptance of the feature;
• implementing the feature with a website associated with the service provider;
• and
• activating an application feature of the application on the device based on the acceptance, wherein the application feature comprises a process for use with the feature.