A system and associated method for dynamically building a web interface per data collecting rules. An interface module receives a request to perform a business transaction from a caller application. The interface module determines a series of interface screens pursuant to data collecting rules associated with the requested business transaction. The series of interface screens have a subsection which enables a user of the caller application to provide a value of an attribute component of the subsection. The value provided by the user is employed in performing the business transaction. A result of the business transaction is produced to the caller application.