in response to a mobile application associated with a merchant scanning a product or a product code for the product using an image scanning device of a user's mobile device, obtaining a product identifier associated with the product via the mobile device on which the mobile application is installed;

causing, based on the product identifier, the mobile application associated with the merchant to present an invitation interface, prepopulated with data collected by the incentive provider system, that enables the user to apply, without leaving the mobile application, for a new financial service account at a financial service provider system distinct from the merchant, the new financial service account being associated with an incentive for purchasing the product with the new financial service account via the mobile application, wherein causing the mobile application to present the invitation interface to apply for the new financial service account comprises generating the invitation interface based on the product identifier such that:

in response to the product identifier being a first product identifier and an account utilization score of the user corresponding to a first utilization score, the invitation interface is generated to include a first incentive applicable to (i) a first product associated with the first product identifier, (ii) the first utilization score, and (iii) the new financial service account; and

in response to the product identifier being a second product identifier different from the first product identifier and the account utilization score corresponding to a second utilization score different from the first utilization score, the invitation interface is generated to include a second incentive applicable to (i) a second product associated with the second product identifier, (ii) the second utilization score, and (iii) the new financial service account, the second incentive being different from the first incentive, the second product being different from the first product;

automatically linking the new financial service account with the mobile application, the linking enabling the user to use the new financial service account to purchase the product via the mobile application; and

in response to a request to purchase the product using the new financial service account, transmitting, to the financial service provider system, commands to apply the incentive to a transaction associated with the new financial service account.