GRAPHICAL USER INTERFACE AND FLEXIBLE ARCHITECTURE FOR A RULE ENGINE

One example of the present disclosure can include a system configured to provide a graphical user interface that includes a set of graphical input elements for receiving a selected condition and a selected action for a new rule. The system can generate a new rule definition for the new rule based on the selected condition and the selected action. The system can store the new rule definition in a rule database. The system can then select a subset of rule definitions from the rule database. The system can apply the subset of rule definitions to user data to determine whether the user data matches the subset of rule definitions. If the user data matches a rule definition, the system can execute at least one action associated with the rule definition.