1. A method comprising: associating, by a computer based system capable of providing incentives, an offer with first transaction account information associated with a first transaction account; receiving, by the computer based system, transaction information for a transaction, wherein the transaction information is associated with the transaction at a merchant; analyzing, by the computer based system, the transaction information to determine that the transaction qualifies for a reward in accordance with the offer; generating, by the computer based system, a record of the reward associated with the transaction; and adjusting, by the computer based system, an amount of the transaction based on the reward.