In this episode of FP&A Unlocked, Paul Barnhurst sits down with Etinosa Agbonlahor, behavioral economist and Founder & CEO of Decision Alpha, to discuss why pricing is one of the biggest drivers of business success. They explore how customer psychology influences pricing, why many companies underprice their products, and how FP&A can play a more strategic role in pricing decisions.

Etinosa Agbonlahor is a behavioral economist and pricing strategist who helps businesses improve pricing through behavioral science and customer insights. As Founder & CEO of Decision Alpha, she has advised organizations across the US, Australia, Africa, and the UK on pricing, customer behavior, and growth. She is also the author of How to Talk to Your Parents About Money.

Expect to Learn:

• Why most businesses underprice their products

• How customer psychology influences pricing

• The role of FP&A in pricing strategy

• When outcome-based pricing works best

• Why storytelling makes data more impactful

Here are a few relevant quotes from the episode:

• “The problem with underpricing is that no one is going to tell you you’re underpriced.” – Etinosa Agbonlahor

• “People don’t walk around knowing what your product should cost, they infer your value from your price.” – Etinosa Agbonlahor

Full transcript here