Patent ID: 8267313

Claim:
A method comprising: issuing, by a computer based system for maintaining a financial network, a stored value transaction account, wherein new stored value transaction account offers are provided via a website, wherein the stored value transaction account is associated with a theme of a plurality of themes, wherein a particular stored value transaction account is selected by a purchaser based in part on a particular offer; receiving, by the computer based system, purchase transaction data including data representing the merchant, wherein the purchase transaction data is a result of using the stored value transaction account in a transaction with the merchant, wherein the stored value transaction account is usable in transactions with any merchant in the financial network; determining, by the computer based system, that the merchant is part of the subset of the merchants within the financial network; obtaining, by the computer based system and in response to the determination that the merchant is part of the subset of the merchants, benefit data associated with the merchant, wherein at least one of the merchant or the subset of merchants within the financial network provide a benefit, wherein benefit data represents the benefit that is beyond what is purchased by the stored value transaction account, wherein the benefit data associated with use of the stored value transaction account is provided via the website, wherein the merchant is part of a subset of merchants associated with the theme, and wherein the merchant provides benefit data to the website; and associating, by the computer based system, the benefit with the stored value transaction account.