The present disclosure describes systems and methods for dynamically creating groups of users based on attributes for simulated phishing campaign. A campaign controller determines one or more attributes of a plurality of users during execution of a simulated phishing campaign and creates one or more groups of users during based on the identified attributes. The campaign controller selects a template to be used to execute a portion of the simulated phishing campaign for a first group of users and then communicates one or more simulated phishing communications to the first group of users according to the template. The template may identify a list of a plurality of types of simulated phishing communications (email, text or SMS message, phone call or Internet based communication) and at least a portion of the content for the simulated phishing communication.