The present disclosure is directed to systems and methods for determining one or more incentives for a user. For example, a method that may include: receiving a selection of an objective from among a plurality of objectives from a user via a client device; presenting, based on the selected objective, one or more incentives from among a plurality of incentives to the user, the plurality of incentives being based on a machine learning model trained to determine the plurality of incentives based on past purchases; receiving a selection of at least one of the one or more incentives from the user via the client device; and determining whether to allocate the selected one or more incentives based on a performance of the user.