258. Pricing Without Guesswork: Using Behavioural Economics to Drive Better Decisions with Etinosa Agbonlahor
CFO 4.0 PodcastShow Notes
Send us your thoughts In this episode of CFO 4.0, Hannah Munro is joined by Etinosa Agbonlahor, CEO of Decision Alpha, to break down why pricing causes so much anxiety and how finance leaders can take control of it in a structured, evidence-based way. Together, they explore how behavioural economics, customer insight, and disciplined iteration can turn pricing from a reactive afterthought into a strategic advantage. In this episode, they cover Why pricing is the keystone of the business and what goes wrong when it is ignored The warning signs that your pricing strategy is misaligned with value Common pricing mistakes, including over-reliance on competitors How to research willingness to pay using both qualitative and quantitative methods Applying behavioural economics to frame prices, guide choices, and improve conversion Why pricing should be reviewed and refined regularly, not set and forgotten Links mentioned: Etinosa's Linkedin Learn more about Decision Alpha
Explore other CFO 4.0 Podcast episodes here. Subscribe to our Podcast!
More from CFO 4.0 Podcast
In this CFO 4.0 Revisited episode, Hannah Munro talks with Jeremy Foster, now CFO at Kasasa and formerly CFO of Talroo, to explore why some of the most effective finance leaders don't fit the traditional CFO mould. Jeremy shares his unconventional journey to the CFO seat and explains how stepping beyond conventional finance thinking can help organisations move faster, make better decisions, and support sustainable growth.
In this episode of CFO 4.0 Revisited, Hannah Munro is joined by Andrew MacAskill, Founder of Executive Career Jump and a finance professional dedicated to helping senior leaders accelerate their careers. Together, they explore what organisations are really looking for in CFOs, how finance professionals can position themselves for new opportunities, and the practical steps finance leaders can take to future-proof their careers.
In this episode of CFO 4.0, Hannah Munro speaks with Evan Campbell, author of Adapt to Win, about the often-overlooked gap between strategy and execution. From allocating resources effectively to prioritising the right initiatives and measuring success, Evan shares practical insights for finance leaders looking to maximise returns on strategic investments. The discussion explores how CFOs can create alignment across the business, improve decision-making, and drive lasting competitive advantage.
In this episode of The Fractional CFO Files, Hannah Munro is joined by Adrian Message from The CFO Centre to explore what truly defines a successful fractional CFO. Drawing on years of experience supporting businesses through growth, change and uncertainty, Adrian shares why trust, adaptability and strong relationships often matter more than technical expertise alone.
In this episode of CFO 4.0, host Hannah Munro is joined by Nicola Horton, Principal at the CFO Centre, to explore what it really takes to step up into the CFO seat and thrive once you're there Nicola draws on her own journey from financial controller to CFO, including leading a business turnaround in her first CFO role, as well as nine years spent coaching finance leaders through that same transition - sharing practical lessons on everything from building the right team to nurturing bank relationships that take years to earn trust.