Systems and methods for identifying financial transaction opportunities for individualized offers

A system for offering rewards comprising:

• at least one merchant having a merchant location;
• at least one financial institution;
• and
• a back end comprising at least one computer processor, wherein the back end is configured to:
• identify a customer spending opportunity for a customer to use a specific financial instrument issued by the financial institution to conduct a transaction involving the customer spending opportunity comprising:
• accessing customer financial data, via a data aggregating back-end system, wherein the financial data includes transaction history for the specific financial instrument as well as one or more of transaction history for the customer with a third-party financial account and merchant specific customer transaction history;
• applying machine learning to the customer financial data to identify the customer's spending patterns and gaps in spending;
• inferring, based on the machine learning analysis, that the customer is using a different financial instrument to conduct transactions in a particular category of goods or services, the identified customer spending opportunity existing within the particular category of goods or services, wherein the inferring is further based on GPS technology and a lack of transactions with the specific financial instrument in the particular category of goods or services in which transactions are likely;
• determine “a customer-personalized transaction-based incentive linked to the specific financial instrument to offer the customer for using the specific financial instrument issued by the financial institution to conduct the transaction involving the customer spending opportunity, wherein the customer-personalized transaction-based incentive is based on one or more of spending amount, spending category, spending patterns, geographic region, and the amount of time a customer spends in a store or a specific section of a store;
• communicate the incentive to an electronic device associated with the customer to conduct the transaction involving the customer spending opportunity;
• receive, from the electronic device, acceptance of the incentive;
• confirm that the transaction involving the customer spending opportunity was conducted using the specific financial instrument;
• and
• apply the incentive to the transaction.

A method for offering rewards to a customer of a financial institution, comprising:

• a server comprising retrieving, from a database, a plurality of transactions for goods and services conducted by a customer using a financial instrument issued by a financial institution over a first time period;
• the server identifying an expected transaction involving a good or service for the customer during the time period;
• the server determining that the plurality of transactions does not include the expected transaction;
• the server determining an incentive to offer the customer to use the financial instrument to conduct the expected transaction;
• the server communicating the incentive to an electronic device associated with the customer;
• the server receiving a transaction for the expected transaction;
• and the server applying the incentive to an account associated with the financial instrument.