Listen here: Today I have one switched-on lady with me, Etiosa Agbonlahor

Etinosa is a behavioural economist and CEO of Decision Alpha, a behavioural pricing firm that helps businesses, including law firms, improve pricing for growth, traction, and stronger perceived value.

Etinosa is passionate about helping people live healthier financial lives, she brings over a decade of experience working across the U.S., Australia, Africa, and the U.K.—shaping pricing, engagement, and customer behavior strategy for global financial institutions and venture-backed startups.

Her work has been featured in MarketWatch, Morningstar, and other leading platforms, highlighting her focus on how behaviour drives financial outcomes.

Etinosa is the author of How to Talk to Your Parents About Money, a guide to navigating complex financial conversations.

Today, were covering Pricing effort, not outcomes, in an AI world

Here’s a link to Etinosa’s behavioural pricing playbook: playbook.decisionalpha.co