A system provides assistance to a user having a user device proximate a financial institution location by receiving a communication initiated by an application running on the user device without initiation by the user; establishing a connection with the user device; determining an identity of the user; determining a user purpose for visiting the location; and communicating instructions to the application running on the user device, the instructions to cause the user device to navigate to a page of a website of the financial institution corresponding to the determined user purpose for visiting the location. In some embodiments, the identity of the user is determined by determining whether a received PIN matches a stored PIN associated with a device ID received from the user device.