The Pricing Psychology for Leaders to Stop Underpricing and Understand Value with Etinosa

FP&A Unlocked · Jul 9, 2026 · 59m

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…