In this episode, Etinosa Agbonlahor from Decision Alpha shares insights on how behavioral economics can improve pricing strategies for service providers, emphasizing the human element in financial decision-making and practical tools like Fred to help businesses optimize their pricing.
Website: Decisionalpha.co
Fred: Fred.Decisionalpha.co
Pricing Playbook: playbook.decisionalpha.co
About Etinosa Agbonlahor
Etinosa Agbonlahor is a behavioral economist and CEO of Decision Alpha, a behavioral pricing firm that helps businesses improve pricing for growth, traction, and stronger perceived value. With over a decade of global experience across the U.S., Australia, Africa, and the U.K., she has shaped pricing, engagement, and customer-behavior strategy for major financial institutions and venture-backed startups. Her work has been featured in MarketWatch, Morningstar, and other leading platforms for her insights on how behavior drives financial outcomes. She is also the author of "How to Talk to Your Parents About Money", a guide to navigating complex financial conversations.