A current user lifecycle phase and a desired outcome for a user for a current user lifecycle phase are identified. Messages eligible to be shown to the user are identified based upon the current user lifecycle phase for the user. From the eligible messages, particular messages can be selected for delivery to the user based upon one or more governance rules, user attributes, user activity, seasonality, and/or the desired outcome for the current user lifecycle phase for the user. The selected messages can then be shown to the user. In this manner, relevant messages can be presented to the relevant users at a relevant time.