Financial institute-implemented account management system

A method and an apparatus for managing financial institution accounts are disclosed. The apparatus comprises a computer platform (104) including at least one processor and a memory (108); a customer profile database (118) including a plurality of customer profiles (116) stored in the memory and an account linking module (110) stored in the memory, executable by the at least one processor, and operable to receive one or more financial institution account linking requests and provide for one or more financial institution links. Each link provides for linking two or more financial institution accounts associated with a customer. The apparatus further comprises an automated account management module (112) stored in the memory, executable by the at least one processor, and operable to receive customer authorization for automated account management of two or more of the linked financial institution accounts, store the customer authorization in a customer profile, and transfer funds, automatically, from and to the customer authorized linked financial institution accounts to maximize the customer's rate of return in the two or more linked financial institution accounts.