Etinosa Agbonlahor is a behavioral economist and the founder and CEO of Decision Alpha, a pricing strategy firm that applies the psychology of financial decision-making to help business owners charge for the value of their work. With more than a decade of experience studying how people make choices about money, she helps organizations and entrepreneurs turn behavioral insights into clearer, more confident pricing strategies.
Before founding Decision Alpha, Etinosa served as Director of Behavioral Science Research at Fidelity Investments and led behavioral economics work at Commonwealth Bank of Australia. Her career has focused on understanding the often-unspoken forces that shape financial decisions, from risk and saving to perceived value, pricing anchors, and customer choice.
Etinosa studied psychology before earning a master’s degree in behavioral economics from the University of Warwick. She is also the author of How to Talk to Your Parents About Money, which brings her practical, human-centered approach to conversations that can often feel intimidating or emotionally charged.
A Nigerian American, Etinosa has spoken about the importance of carrying her full name and its meaning, “God’s power is supreme”, as an expression of identity, advocacy, and confidence. Through her work, she encourages women and business owners to separate their inherent worth from the price of their services, communicate the outcomes they create, and build businesses grounded in authority rather than apology.
Find Etinosa Agbonlahor:
Decision Alpha: https://decisionalpha.co/
Fred, Decision Alpha’s AI pricing guide: https://fred.decisionalpha.co/
