Behavioral economist on why pricing belongs in the design process | Design Better
May 11, 2026
We use behavioral economics to design better pricing, products, and experiences.
Turn human behavior into your competitive advantage.
Your Customers Hesitate. We Know Why.
01. Behavioral Pricing
How We Find Your Best Price
0
%
of new users chose our recommended package
– Founder, EdTech Company
We blend psychology and behavioral insights with quantitative pricing strategy to create offers that capture attention, strengthen retention, and grow margins.
01
Scale
What to Price
We help businesses identify what to charge, why, and how to structure it.
02
Audit
How to Frame Price
Learn what’s stopping customers from buying. For businesses that want better prices.
03
Evolution
When to Pivot
Just acquired a new company? We help acquirers and merged companies stop pricing leakage in the first 12 months after a deal.
04
Portfolio
Portfolio Health
Get your sales, revenue, and product teams on the same page about pricing.
02. CONSUMER RESEARCH
Know Your Customers. Build What Wins.
We use behavioral economics research to understand what customers value, how they decide, and what gets in their way. Then we turn those insights into products, services, and experiences that stand apart, reduce friction, and create commercial advantage.
Engagement
- We design touchpoints that reduce cognitive barriers, making financial interactions intuitive and reassuring.
Decision-Making
- We uncover the biases and motivations shaping financial choices, then design for better decisions.
Conversion
- We build pathways that reduce friction, align with human behavior, and turn intent into action.
03. Case Studies
Our Results
Law Firm
Challenge:
Hourly billing made revenue hard to predict. That made it risky to hire more people and grow the firm.
Solution:
We created simple fixed-price packages and a safe seasonal offer for slower months.
Result:
Packages now make up over 40% of predictable revenue. Slow months are on track to bring in as much revenue as regular months.
Options Simulation Platform
Challenge:
Early-stage trading tool didn't know how to charge for AI features without losing money, given unpredictable AI costs.
Solution:
We helped them figure out which features to charge for and the right pricing model for different types of users.
Result:
Gained pricing clarity and are testing pricing with early users.
AI Due Diligence SaaS
Challenge:
An AI due diligence platform for private equity firms needed a pricing model beyond per-seat, one that was easy for buyers to understand, protected margins, and accounted for variable AI costs.
Solution:
We created “AI Hours,” a value metric anchored to the cost of research analyst time. This gave buyers a familiar point of comparison while helping the platform stand apart from traditional due diligence tools.
Result:
The new model launched without disrupting sales and helped our client onboard multiple target firms.
EdTech Startup
Challenge:
They wanted to sell to parents and students, not just schools. They needed pricing that worked for this new audience.
Solution:
We kept the same price, created clear packages, redesigned the pricing page, and used anchors and price framing effects to guide buyers.
Result:
9 out of 10 customers chose the package the company wanted to sell most
National Non-Profit
Challenge:
A national nonprofit launched a new platform to strengthen donor and volunteer engagement, but needed to determine what to charge for such a specialized product.
Solution:
We conducted willingness-to-pay research, competitive analysis, and pricing strategy work to define the right tiers, feature packaging, and gating.
Result:
In just one month, they moved from pricing uncertainty to a clear, launch-ready pricing model, with defined tiers, feature gates, and a roadmap for scaling over the next year.
FinTech App
Challenge:
A fintech app for younger users needed to improve conversion and engagement, while gaining a clearer understanding of how people used the platform.
Solution:
We designed and ran a series of behavioral experiments to reduce friction, improve conversion and engagement, and used sentiment analyses to uncover clearer patterns in user behavior.
Result:
The work gave the team greater clarity around the product journey, stronger engagement signals, and helped them secure non-dilutive NSF funding.
04. About Us
Etinosa Agbonlahor
CEO, Decision Alpha
Built Global. Tuned for Growth.
Decision Alpha is led by Etinosa Agbonlahor. Etinosa is a behavioral economist with a decade of experience shaping pricing strategy, engagement, and financial well-being for global financial institutions, including Fidelity Investments, Commonwealth Bank of Australia, and venture-backed startups across the US, UK, Australia and Africa.
Her work has been featured in MarketWatch, Morningstar, and other leading platforms, highlighting her focus on how behavior drives financial outcomes.
Decision Alpha’s expert team includes PhDs and MScs with a focus on using behavioral economics, the science of how people think and make choices, to drive better customer, commercial, and compliance outcomes.
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05. MEDIA
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