Patent ID: 7813983

Claim:
A computer-implemented method for providing financial product recommendations and improved financial decisions for a customer of a financial institution through buyer advocate functionality within an online banking framework, the method comprising: receiving by a computer, a customer request for access to an online banking service of the financial institution through an electronic communication channel; and accessing direct banking products and services of the financial institution through the online banking service, said direct banking products and services including investment accounts, banking accounts, insurance products, and a buyer's advocate function, wherein the buyer's advocate function provides the customer with functionality of: promoting targeted content of third party financial products and services, said third party financial products and services including one or more of credit cards, loans, insurance, and investments, wherein the third party financial products and services are offered by third parties distinct from the financial institution; providing quotations and information for the third party financial products and services, including providing guide functionality which locates deals for the customer; providing financial advisory content related to the selection of third party products and services through the use of fund selection tools, asset allocation tools, portfolio tracking and planning tools, and financial calculators; enabling the customer to initiate transactions with third parties related to the third party financial products and services, including providing relevant applications to purchase said third party financial products or services; and facilitating fulfillment of the third party financial products and services transactions on behalf of the customer by initiating transactions from customer accounts of the financial institution.