Episode 51: Smarter Pricing for Financial Advisors

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Behavioral economics may be the missing piece in how RIAs price and position their advice. Etinosa Agbonlahor is a behavioral economist and CEO of Decision Alpha, where she applies behavioral economics to pricing, decision-making, product design, and growth. Her experience includes working with major banks in Australia and a large U.S. investment firm. In this episode, Etinosa explores why RIAs and business owners often underprice their services, how clients perceive value, and why pricing requires both math and psychology. She also explains how anchoring, pricing options, client segmentation, and positioning can help advisors structure fees more effectively. Key Takeaways: ● Underpricing…