In embodiments, a health insurance computer application enterprise system is provided employing a service oriented architecture (SOA) with a service granularity component that dynamically customizes a reusable service based on one or more of user identity element, service data elements, and service action elements parsed from service request parameters. The health insurance enterprise system includes a plurality of applications making use of functionality provided by a reusable service. In an embodiment, the health insurance enterprise system includes a customer service application, a consumer web portal application, and an integrated voice response (IVR) application. The applications provide different channels of communicating health insurance data to various health insurance system constituents by presenting customized views of the data tailored to a given communications method, user access rights, as well as other factors.