A financial planning system uses contextual data about a user to help create and modify a financial plan to achieve a financial goal. Financial goals can include money saving goals, investment goals, loan payment goals, and goals to purchase or rent goods, property and/or services. In some embodiments, the financial planning system can create a collaborative financial plan to create a financial plan for a group of people to achieve a shared financial goal. Contextual data, such as banking information, social network activity, past activity, preferences, etc., can be used to shape the financial plan to make it more effective and efficient. Banking accounts, social network accounts, loyalty program accounts, and others can be linked to the financial planning system to enable the financial planning system in gathering contextual background information.