A system, computer product and method for presenting a competitive comparison of a recommended financial transaction instrument. A set of questions is presented to a consumer in order to determine psychographic characteristics of the consumer. At least one subset of questions is presented based on answers to the set of questions, the at least one subset of questions relating more specifically to available benefits. A tailored financial transaction instrument is recommended having benefits which are based on answers to the at least one subset of questions. At least one similar competitive financial transaction instrument is presented to the consumer.