A system and method that can be utilized to choose, set up, open, and/or manage an online account at a financial institution. The system and method allows for the automating of key aspects of an account opening process for customers such as tailoring the presentation of information to the online customer based at least in part on the customer's input, performing suitability checks for the customer based on online products chosen by the customer, presenting cross-sell products to the customer based on information known by the financial institution or currently received from the customer, and allowing a pending customer to complete the online application procedure in the absence of a confirmed identification of the online customer.