1. A computer-implemented method, comprising: receiving data associated with a customer of a financial institution, the data associated with at least one of (i) financial transaction data of the customer, or (ii) financial account data of the customer; identifying one of a plurality of segments for the customer, wherein the identified segment is based at least in part on a first portion of the input data; calculating a current value of the customer, the current value based at least in part upon one or more current holdings of existing products or services by the customer with the financial institution; calculating a future value of the customer, the future value based upon a probability of purchase for at least one product or service and a measure of profitability for the at least one product or service, the measure of profitability identified based at least in part from the identified segment for the customer; and determining, based at least in part on a combination of the current value and the future value, that the customer is eligible for at least one recommended next action, wherein each recommended next action includes a new product or service for the customer or a modification to an existing product or service of the customer, wherein the prior steps are performed by one or more computers.