1. A method, in a data processing system, for directing users to preferred software services, the method comprising: identifying, by a processor, an indication from a user for a software service that provides a function identified by the user; identifying, by the processor, one or more software services that provide the function identified by the user; determining, by the processor, whether an existing subscription is in place for a subset of the one or more software services; and responsive to the existing subscription being in place for the subset of the one or more software services, presenting, by the processor, the subset of software services that have existing subscriptions to the user.