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Etinosa Agbonlahor
Decision Alpha
CEO
After a merger or acquisition, changes to prices, products, or policies can upset customers and undermine retention. Decision Alpha's team of behavioral economists helps companies understand how customers are likely to react before those changes are made.
We help companies design pricing, product, and service changes that increase revenue while keeping customers’ trust. By studying how people make financial decisions, we identify changes customers are more likely to accept and avoid those that could lead to churn. Essentially driving sustainable revenue after an acquisition or merger without damaging customer trust or retention.
| Service | Description Of Service |
|---|---|
| Pricing strategy | AI impact measurement |
| Buyer psychology | Retention and engagement |
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.