1. A behavioral support agent system for enhancing wellness of users with accounts on the system, the system comprising: (a) an event monitor that continually monitors events relating to the behavioral interactions of users with the system, wherein the events include user purchases of health-related goods and services via their user accounts; (b) personalized user profiles that are dynamically updated based in part on the monitored events; (c) a benefits engine that dynamically generates user benefits based on the personalized user profiles and the monitored events, wherein the user benefits include credit and discounts offered to users for future purchases of health-related goods and services via their user accounts; and (d) a feedback mechanism wherein the user benefits encourage users to continue interacting with the system and purchasing health-related goods and services via their user accounts, which generates events that are monitored by the event monitor, which results in the dynamic generation of updated user benefits by the benefits engine.