1. An apparatus for use in online financial transaction systems, whereby the apparatus determines potential fraudulent activity associated with identity-based transaction decisions for a user attempting to conduct a deposit account opening transaction, the apparatus comprising: an electronic storage device; memory; a computing processor; and a transaction decisioning module stored in the memory electronic storage device, said module comprising instruction code executable by one or more computing processors, and configured to cause the one or more computing processors to: receive an electronic user request to conduct a deposit account opening transaction, wherein the electronic user request indicates the user attempting to conduct the deposit account opening transaction; receive, in response to the user attempting to conduct the deposit account opening transaction, (i) one or more user-associated potential fraud indicators and (ii) an identity score, wherein the potential fraud indicators are associated with information received from the user and financial transaction historical attributes associated with the user, wherein the financial transaction historical attributes include the frequency of the user requesting to conduct the deposit account opening transaction over a specified period, and wherein the identity score is determined independent of the potential fraud indicators, and wherein the identity score provides for a threshold such that identity scores below the threshold are associated with a first set of business rules and identity scores above the threshold are associated with a second set of business rules; and determine in response to the user request attempting to conduct the deposit account opening transaction, a financial transaction-associated score that is based at least in part on determining whether or not the user-associated potential fraud indicators indicate the occurrence of fraud and predetermined business rules associated with the user-associated potential fraud indicators; determine a transaction decision for the deposit account opening transaction based at least in part on the financial transaction-associated score, the identity score, and the application of the predetermined business rules to the user-associated potential fraud indicators, wherein the transaction decision comprises a further automated user questioning decision; and determine whether or not to automatically decline the deposit account opening transaction based on the transaction decision determined.