Techniques for making personalized provider recommendations in related categories include identifying a first entity category from a plurality of entity categories based on context information. A first category relationship is identified from a plurality of category relationships based on the first entity category. The first category relationship indicates that the first entity category and a second entity category are related. A first provider specific profile is identified from a plurality of provider specific profiles based on user profile data associated with a user account. The first provider specific profile is associated with the first entity category. A second provider specific profile associated with the second entity category is identified from the plurality of provider specific profiles based on the user profile data. A plurality of providers including a first provider associated with the first provider specific profile and a second provider associated with the second provider specific profile is displayed.