1. A device for providing and managing a customized reward offer to a holder of a financial account, said device comprising: a memory storing: historical account data associated with said financial account; and transaction data associated with said financial account; and a processor operatively connected to said memory, said processor programmed to: access said historical account data; determine a first performance target associated with said financial account; select a reward offer having an associated reward description; collect and evaluate said transaction data to determine a second performance target associated with said financial account; compare said transaction data to said first performance target; and update said financial account to reflect said reward offer based on the step of comparing; and an output device operatively connected to said processor, said output device adapted to transmit said first performance target and said reward description to said account holder.