Special interest subgroups are formed by a group of participants by establishing a profile for each participant. The profile defines contribution attributes dealing with contributions the profiled participant might make to a subgroup and attribution attributes dealing with benefits the profile participant might receive from participating in the subgroup. For each possible pairing of participants in the group, an overall contribution score and an overall benefit score is calculated for each participant. A mutual benefit score is calculated by combining the benefit scores for both participants in the pair. Participants are assigned to subgroups as a function of participant contribution and mutual benefit scores.