Etinosa Agbonlahor
Behavioral Economist & CEO, Decision Alpha
What if the price you're charging has less to do with economics and more to do with what you believe you're worth?
Etinosa Agbonlahor has spent more than a decade studying a question that sits quietly underneath some of the biggest decisions founders make: why do intelligent people make irrational choices when money is involved?
Etinosa is a behavioral economist and CEO of Decision Alpha, where she helps companies understand what customers truly value and translate those insights into stronger pricing, positioning, and growth. Her career has taken her across the U.S., Australia, Africa, and the U.K., including work with Fidelity Investments and Commonwealth Bank of Australia. Her insights have been featured by MarketWatch, Morningstar, and other leading platforms.
But what makes her work particularly fascinating for founders is that pricing isn't really just about numbers.
It's about psychology.
Fear. Identity. Confidence. Value. The uncomfortable moment when you have to decide whether to charge what the market expects or what the outcome you've created may actually be worth.
Etinosa is also the author of How to Talk to Your Parents About Money, exploring another place where logic and emotion collide in surprisingly powerful ways.
Her work challenges founders to examine not only what customers are thinking when they see a price, but what the founder themselves may be thinking when they set it.
