A system and method for generating personalized content for a user device. In one example, a system can cause a computing device to generate a merchant score for a plurality of merchants based at least in part on merchant statistics and display a user interface on a user device of a user. The user interface includes a subset of the merchants that have been identified for a user based at least in part on the merchant score. Clickstream data can be received from the user interface displayed on the user device. An updated merchant score can be generated based at least in part on the user preference. A sorting habit for the user is determined based at least in part on a user-specified sort received from the user interface. A modified subset of the merchants is displayed on the user device based on the sorting habit.