A method includes registering a given client device with a server to receive personalized routing for a given user, building a user model for the given user, the user model being based on personal attributes for a plurality of users including the given user, identifying patterns of personal attributes for the given user, generating a personalized route for the given user based on matching the patterns of personal attributes with one or more route attributes, identifying one or more personalized incentives for the given user based on the personal attributes of the given user and the route attributes, modifying the personalized route for the given user to generate an incentivized personalized route for the given user, and transmitting a notification from the server to the given client device over a network, wherein the notification causes the given client device to display the incentivized personalized route for the given user.