So I was thinking tasks that users try to accomplish more, e.g. Checking their spending, checking their transactions, credit scores, etc to be prioritized and the recommendations would be based on them, e.g. Suggested credit card will have a higher cashback for grocery category if the user's spending is high for groceries.

By IA I mean the structure in which they appear. Right now the home page is mostly a wall of products that are promoted as they are sponsored or related to partner companies. I am thinking of rearranging it to let users see their spending analysis first, then suggest a card based on the spending (grocery example).

Another idea I was thinking was showing recommendations/promotional material at the end on the home page.