258. Pricing Without Guesswork: Using Behavioural Economics to Drive Better Decisions with Etinosa Agbonlahor

Send us your thoughtsFor this CFO 4.0 Revisited episode, Hannah Munro is joined by Claire Bodanis, Founder and Director of Falcon Windsor and one of the UK’s leading authorities on corporate reporting. Claire shares a practical and honest view of what it really takes to produce an annual report that cuts through the noise. What’s covered in this episode• The biggest challenges organisations face when producing the annual report today • How to create a report that is engaging, clear and valuable to investors • Balancing regulatory requirements with meaningful communication • How to handle and communicate difficult or negative news • Common mistakes businesses make in their annual reporting • What is changing in the world of corporate reporting and what it means for finance teamsLinks referenced in this episode:Claire's LinkedInFalcon WindsorMonthly Reporting WebinarsBook: Trust Me, I'm ListedSign up for our CFO Briefing and Podcast newslettersExplore other CFO 4.0 Podcast episodes here.Subscribe to our Podcast!

Send us your thoughtsIn this episode of CFO 4.0 Revisited, Hannah Munro reconnects with Brent Dykes, Founder and Chief Data Storyteller at AnalyticsHero, to explore one of the most important skills modern finance leaders must master – turning data into meaningful stories that drive action.In this episode, we exploreWhat a Chief Data Storyteller actually doesBrent’s journey into analytics and the creation of AnalyticsHeroWhy data storytelling is becoming essential for finance leadersPractical frameworks for communicating insight across finance teamsHow to turn financial data into compelling, decision-driving storiesBrent’s top tips for getting started with data storytelling in financeLinks mentioned in episodeBrent's LinkedInBrent's Forbes articles Explore other CFO 4.0 Podcast episodes here. Subscribe to our Podcast!

Send us your thoughtsIn this CFO 4.0 Revisited episode, Hannah Munro is joined by experienced finance leader Martin Spiller to explore what funders are really looking for in a CFO.From common funding mistakes to the differences between start-up and scale-up investment, Martin shares practical insight on securing funding, choosing the right partners and positioning your business for sustainable growth.What funders look for in a CFOCommon mistakes when applying for fundingStart-up vs scale-up funding expectationsSeed, Series A and Series B funding explainedHow to find the right funding partnerTips for improving your chances of securing investmentLinks mentioned in this episode:Martin's LinkedInExplore other CFO 4.0 Podcast episodes here.Subscribe to our Podcast!

Send us your thoughtsTo mark the return of CFO 4.0 Revisited and celebrate International Women’s Week, we’re bringing back a powerful conversation that is just as relevant today as when it first aired. In Episode 77, Hannah Munro sits down with Fiona Hathorn, CEO of Women on Boards UK, to explore what it truly takes to step into the boardroom and succeed.Board roles are often discussed but rarely explained in practical terms. Fiona cuts through the noise, sharing clear guidance on balancing cultural fit with constructive challenge, assessing whether a board opportunity is right for you, and positioning yourself as a credible candidate in a competitive market. At a time when representation and leadership are firmly in focus, this conversation is about progression, not just celebration.In this episode, you’ll hear:What skills and experience boards are really looking forHow to build board-ready credentials before you applyWhere to find opportunities and how to assess them properlyWhat a typical board recruitment process involvesPractical tips to stand out and interview with confidenceHow to balance fitting in with constructively challenging the status quoExplore other CFO 4.0 Podcast episodes here.Subscribe to our Podcast!

Send us your thoughtsIn this special Financial Transformation Live episode, Hannah Munro sets out a clear, practical agenda for finance leaders who want 2026 to be the year transformation actually happens.This session deliberately moves away from technology hype and focuses on the fundamentals that enable progress. Hannah makes the case that 2026 must be a people and process year, not a rushed race to automate. As the pace of change accelerates and AI becomes part of everyday working life, finance teams need the capacity, skills and foundations to respond, rather than react.In this episode, Hannah coversWhy 2026 must be a people and process year, not a rushed race to automateHow to create real capacity in finance teams to drive change, not just survive month endThe risk of automating broken processes and why simplicity is the foundation of speedMoving finance from hindsight to foresight through faster closes and in-month reportingUsing the right technology for the problem, and why AI is not always the answerBuilding resilient, well-rounded finance teams that can adapt as the pace of change acceleratesExplore other CFO 4.0 Podcast episodes here.Subscribe to our Podcast!

Send us your thoughtsIn this third episode of the CFO 4.0 Revisited series, Hannah Munro is joined by Howard Tunnicliffe, now FP&A Director at Busuu, to revisit a conversation that remains highly relevant for modern finance leaders.Originally recorded when Howard was Head of Finance Subscriptions at The Economist, this episode tackles a topic that still separates good finance teams from great ones: soft skills. As finance continues to move beyond pure technical delivery, Howard shares practical insight into why behaviours, communication and judgement matter just as much as numbers.In this episode, you’ll hear:Howard’s career journey and lessons learned across global, matrixed organisationsWhy soft skills are critical for finance professionals looking to progress into leadershipHow to assess the strengths and gaps within your finance teamThe risks of ignoring soft skills in high-performing finance functionsWhich soft skills matter most in FP&A and senior finance rolesPractical ways to develop these skills across your finance teamExplore other CFO 4.0 Podcast episodes here.Subscribe to our Podcast!

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 coverWhy pricing is the keystone of the business and what goes wrong when it is ignoredThe warning signs that your pricing strategy is misaligned with valueCommon pricing mistakes, including over-reliance on competitorsHow to research willingness to pay using both qualitative and quantitative methodsApplying behavioural economics to frame prices, guide choices, and improve conversionWhy pricing should be reviewed and refined regularly, not set and forgottenLinks mentioned:Etinosa's Linkedin Learn more about Decision Alpha Explore other CFO 4.0 Podcast episodes here.Subscribe to our Podcast!

Send us your thoughtsAs a follow-up to their Financial Transformation Live discussions, Hannah Munro is joined by Neil Lynchehaun, Transformation and Delivery Manager at itas, to launch The Readiness Challenge series.In part one, they take an honest look at what project readiness really means and why so many finance transformations struggle before they even begin. Drawing on real delivery experience, this episode focuses on the most common and underestimated blocker to success team capacity and capability. This episode covers: What project readiness really means before starting a finance transformationWhy team capacity is the number one cause of delays and failed projectsHow to assess whether your finance team genuinely has the availability to deliver changePractical ways to create capacity without defaulting to hiring more peopleThe importance of having the right mix of skills influence and experience in project teamsHow to reduce delivery risk through backfilling strategy retention planning and phased deliveryLinks mentioned:Connect with Hannah MunroConnect with Neil LynchehaunExplore more Finance Transformation Live sessionsCustomer Success StoriesBook a discovery call Explore other CFO 4.0 Podcast episodes here.Subscribe to our Podcast!

Send us your thoughtsIn this special highlights episode of CFO 4.0, host Hannah Munro reflects on the most impactful conversations of 2025, bringing together lessons from CFOs, transformation leaders, and futurists. Drawing on insights from across the year, this episode explores what finance leaders have really learned as the role continues to evolve under pressure from growth, technology, and rising expectations.In this episode, we reflect onWhy finance transformation fails when it is treated as a separate role rather than a day-to-day mindsetHow CFOs are learning to make faster, better decisions without waiting for perfect dataWhat the explosive adoption of AI, including ChatGPT, signals for finance teams and leadership expectationsThe practical warning signs that data integrity and control environments are no longer fit for growthHow CFOs can professionalise fast-growing businesses without killing the agility that made them successfulThe realities of growth versus profit in private equity-backed organisations and what investors actually expectThis episode features highlights and perspectives from 240. AI in Finance: Complex Workflows to Scalable AI Solutions with Tariq Munir218. AI in Finance | From Generative AI to Reinforcement Learning with Peter Morgan234. The CFO as a Storyteller: Making KPIs Count with Matt Topham227. AI in Finance: Preparing for the AI Revolution: Abundance or Catastrophe? with David Wood235. First 100 Days as a CFO: Mastering the 60–90 Day Window as a CFO with Jeremy Earnshaw244. CFO Stories: Acquisitions, Due Diligence & Building Trust with Charlotte Crowley243. The 90-Day Finance Transformation Playbook with Hannah Munro232. The Private Equity CFO: Myths, Mistakes & Misconceptions with Richard Sandersand offers a clear-eyed view of where finance leadership is heading next.Explore other CFO 4.0 Podcast episodes here.Subscribe to our Podcast!

Send us your thoughtsIn this episode, Hannah Munro sits down with Omar Choucair, CFO at Trintech, for a forthright look at life inside private equity. Omar offers a clear view of what the role truly demands and why it isn’t for the faint hearted. He discusses the expanded remit of today’s CFO, the operational intensity of PE-backed firms and the importance of pace, people and process when value creation is the end goal.The conversation covers The sharp contrasts between public company and private equity expectationsWhat a PE-ready finance team looks like and why curiosity, stamina and tight-knit business partnerships matter more than ever  How to build trust across the business and move finance from scorekeeper to genuine strategic partner The realities of scaling fast the role of technology, automation and a modern ERP in enabling profitable growth  What new and aspiring PE CFOs need to know from managing the CEO relationship to anticipating board demandsLinks mentionedOmar's LinkedinLearn more about TrintechExplore other CFO 4.0 Podcast episodes here.Subscribe to our Podcast!