Etinosa Agbonlahor, CEO, DecisionAlpha

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.