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

Etinosa shares practical strategies for improving pricing through customer research, behavioral economics, and data-driven decision-making. This episode is ideal for FP&A professionals, finance leaders, and business owners looking to build stronger pricing strategies.

Follow Etinosa:

Website - https://playbook.decisionalpha.co/

LinkedIn - https://www.linkedin.com/in/etinosasere/

Earn Your CPE Credit

For CPE credit, please go to earmarkcpe.com, listen to the episode, download the app, answer a few questions, and earn your CPE certification. To earn education credits for the FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details.

In Today’s Episode

[00:00] – Trailer

[05:18] – What Great FP&A Looks Like

[06:12] – Why Pricing Drives Business Success

[10:03] – Why Businesses Underprice

[17:23] – Customer Segmentation

[24:02] – FP&A and Pricing

[29:28] – Behavioral Pricing Framework

[34:12] – AI & Outcome-Based Pricing

[46:05] – Data Storytelling

[57:02] – Final Advice

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

The FP&A Guy Network

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