1. A system, comprising: at least one network interface configured to receive customer data associated with a customer of a financial institution, the customer data comprising at least one of (i) financial transaction data associated with the customer, or (ii) financial account data associated with the customer; at least one memory storing computer-executable instructions; and at least one processor communicatively coupled to the at least one network interface and the at least one memory, wherein the at least one processor is configured to access the at least one memory and execute the computer-executable instructions to: determine, based at least in part on at least a portion of the customer data, a customer segment to associate with the customer; determine an attrition risk associated with the customer; determine a respective probability of purchase associated with the customer for each product or service included in a set of one or more products or services, wherein the set of one or more products or services comprises at least one product or service not currently held by the customer; determine (i) a respective projected balance amount, (ii) a respective measure of profitability, and (iii) a respective projected cost associated with each of at least one product or service included in the set of one or more products or services, wherein at least one of the (i) respective projected balance amount, (ii) the respective measure of profitability, or (iii) the respective projected cost associated with a product or service included in the set of one or more products or services is determined based at least in part on information associated with the customer segment; determine a respective product or service future value associated with each of the at least one product or service included in the set of one or more products or services based at least in part on a respective value of P*PB*MP*(1âˆ’AR)âˆ’PC, wherein P represents the respective probability of purchase, PB represents the respective projected balance amount, MP represents the respective measure of profitability, AR represents the attrition risk associated with the customer, and PC represents the respective projected cost; determine a customer future value associated with the customer, wherein the customer future value comprises a combination of each respective product or service future value; determine, based at least in part on the customer future value and one or more selection criteria, a recommended next action; and direct the at least one network interface to transmit information relating to the recommended next action.