Etinosa Agbonlahor
Behavioral Scientist * Personal Finance Expert
Etinosa Agbonlahor is a behavioral economist and CEO of Decision Alpha, a behavioral firm that helps businesses understand what customers value and turn that into clearer pricing and growth.
Passionate about helping people reduce financial stress and live healthier financial lives, Etinosa brings over a decade of experience working across the U.S., Australia, Africa, and the U.K.
She has shaped financial wellbeing, engagement, and customer behavior strategies for global financial institutions, private businesses, and venture-backed startups.
Her work has been featured in MarketWatch, Morningstar, and other leading platforms, highlighting her focus on how behavior drives healthier financial outcomes.
Etinosa is the author of How to Talk to Your Parents About Money, a guide to navigating complex financial conversations.
EXPERTISE
Etinosa’s areas of expertise include behavioral economics and financial decision-making. She applies behavioral science to help organizations design pricing, products and financial solutions that support customer financial wellbeing while strengthening business performance.
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
©Etinosa Agbonlahor | 2026