Systems, computerized methods and computer program products for alerting consumers during on-line transactions. A consumer utilizes a browser executing on a computer to begin an on-line transaction. An add-on such as a plug-in to the browser detects that the consumer has begun an on-line transaction. The add-on accesses an account of the consumer hosted by a financial management system and compares alert criteria and data of the on-line transaction and before the on-line transaction is completed, generates an alert that is displayed to the consumer if execution of the on-line transaction would generate a pre-determined result relative to the alert criteria, e.g., if the transaction causes the consumer to go over budget or a bank account balance would drop below a certain level. The alert can be a passive notification or an active alert that invokes a waiting or cooling off period or prevents the consumer from completing the transaction.