1. An apparatus, comprising: an interface operable to receive a service request from an endpoint, wherein the service request comprises a transaction parameter; a memory operable to store transaction rules corresponding to at least one type of service request; and a processor communicatively coupled to the interface, the processor operable to: determine the transaction parameter from the received service request; determine a subroutine for execution based on the transaction parameter; communicate with a data server to execute the subroutine; receive subroutine results from the data server based on the executed subroutine; apply context-specific rules to the service request based on instructive data specified in the subroutine results; determine a response based on the subroutine results and the applied context-specific rules; and communicate the response to the endpoint.