1. A method comprising: computing equipment, having at least one processor executing program instructions that are digitally encoded in at least one storage device, determining a quantity of user-earned non-negotiable credits, which are earned from previous interactions with an entity, said non-negotiable credits having restrictions on use; computing equipment, having at least one processor executing program instructions that are digitally encoded in at least one storage device, identifying a cost of the one or more goods or services for an online purchase; computing equipment, having at least one processor executing program instructions that are digitally encoded in at least one storage device, receiving a customer election to redeem at least a portion of the quantity of non-negotiable credits towards the online purchase, wherein said restrictions on use prevent the non-negotiable credits from being directly applied to the online purchase; computing equipment, having at least one processor executing program instructions that are digitally encoded in at least one storage device, identifying a ratio for converting the non-negotiable credits into entity independent funds, said entity independent funds not having said restrictions on use for the online purchase; and computing equipment, having at least one processor executing program instructions that are digitally encoded in at least one storage device, applying the entity independent funds to the online purchase, where a quantity of the entity independent funds are subtracted from the cost of the online purchase, wherein the non-negotiable credits are expended in accordance with the ratio as a result of the online purchase or as a result of converting the non-negotiable credits into the entity independent funds.