A system for assembling a business process or a portion thereof includes a rules base containing executable rules and defined business process elements, a workflow orchestration engine, and at least one interface available to a process beneficiary. Information known about and or provided by a process beneficiary interacting with the at least one interface is used to execute one or more of the rules causing assembly of a new business process or a portion thereof according to workflow orchestration rules the new or modified process directing servicing of the process beneficiary accordingly.