Etinosa Agbonlahor

Behavioral Scientist * Personal Finance Expert

Etinosa Agbonlahor is a behavioral economist and CEO of Decision Alpha, a behavioral pricing firm that helps growth-stage startups and enterprise teams improve pricing for growth, traction, and stronger perceived value.

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 behavior drives financial outcomes.

Etinosa is the author of How to Talk to Your Parents About Money, a guide to navigating complex financial conversations, and hosts the Her First House real estate investing podcast.

EXPERTISE

Etinosa's areas of expertise include pricing audits and diagnostics, literature reviews, measurement and experimentation. She collaborates with data science teams to build behavioral models, and consults with business leaders in an advisory capacity focused on pricing and monetization that maximizes revenue and scales.

CEO

Decision Alpha
May 2025 - Present

Senior Manager, Behavioural Economics

Commonwealth Bank of Australia
July 2019 - April 2021

Manager, Behavioural Economics

Commonwealth Bank of Australia
October 2017 - July 2019

MSc, Behavioural and Economic Science (Distinction)

University of Warwick
October 2016 - October 2017

Foundations of Behavioural Data Science for Business

University of Sydney
November 2020

BSc, Psychology (Summa Cum Laude)

City University of New York
March 2013

Financial Management

Cornell University
December 2023

Director, Behavioral Science Research

Fidelity Investments
April 2021 - April 2025

©Etinosa Agbonlahor | 2025