Company profile
SEC EDGAR ↗- Industry
- Pharmaceutical Preparations
- Listed
- NYSE: LLY
- Incorporated
- IN
- Headquarters
- Indianapolis, IN
- Fiscal year end
- Dec 31
Financials
FY2025- Revenue
- $65.2B
- Net income
- $20.6B
- Total assets
- $112.5B
| Fiscal year | Revenue | Net income | Total assets |
|---|---|---|---|
| FY2025 | $65.2B | $20.6B | $112.5B |
| FY2024 | $45.0B | $10.6B | $78.7B |
| FY2023 | $34.1B | $5.24B | $64.0B |
| FY2022 | $28.5B | $6.24B | $49.5B |
| FY2021 | $28.3B | $5.58B | $48.8B |
| FY2020 | $24.5B | $6.19B | $46.6B |
Reported fiscal years from SEC filings (10-K) — SEC EDGAR ↗. Stratrix is a strategy publication, not a real-time financial data service.
Decisions on record
4 verified Decision Cases on Eli Lilly, and the casebook each one belongs to.
| Fork date | Decision type | What Eli Lilly chose | Where it stood | The story | Casebook |
|---|---|---|---|---|---|
| 2020 | Moat Anatomy | Build capacity at risk | combined $4.37 billion against an estimated $5.31 billion, miss attributed to wholesaler inventory decreases, not supply (2024) | Read the story → | Moat Anatomy Casebook → |
| 2022 | Bet-the-Company | File tirzepatide for obesity | Mounjaro $6.515B (up 109% YoY) and Zepbound $3.588B (up 185% YoY) (2025) | Read the story → | Bet-the-Company Casebook → |
| 2023 | The Pricing Lens | Cut insulin list price 70% | U.S. revenue jumped 39% to $6.46 billion, with a 27% increase in realized prices primarily from Mounjaro (2023) | Read the story → | The Pricing Lens Casebook → |
| 2025 | The Pricing Lens | Build a low cash channel | Mounjaro and Zepbound together made up 56% of the company's total revenue (2025) | Read the story → | The Pricing Lens Casebook → |
Run one of these yourself
The decisions Eli Lilly faced, as kits you can run.
Each pack takes one of these decisions and gives you the framework, a deck for the room, a model that resolves to one number, and the sourced cases behind it. $499, one-time.
Decision ForksThe All-In BetHow much does this bet commit before anybody outside the company acts on it?See the pack →Moat & CompetitionThe Moat AnatomyWhat would it actually cost a challenger to take your customer?See the pack →Business ModelThe Pricing Model ChangeWhat does changing how you charge cost before it starts paying?See the pack →
The analyses
The Windfall · Decision Forks
Lilly's Obesity Windfall Is Real. The 18-Month Head Start Behind It Is the Part Nobody Mentions.
Tirzepatide passed Keytruda in 2025 to become the world's best-selling drug. But Lilly only filed for obesity in 2023, missed its own 2024 revenue target by ~$400M, and is already watching the injection moat crack as oral GLP-1s arrive.
8 min
The Moat Anatomy · Moat & Competition
Eli Lilly Started Building Tirzepatide Factories in 2020, Years Before Any FDA Approval
In 2020 - years before the FDA approved either drug - Eli Lilly began building tirzepatide factories 'at risk.' By 2025 it had pledged over $50 billion to U.S. manufacturing. The patent isn't the moat. The capital cycle no rival can compress is.
8 min
The Pricing Play · Business Model
Eli Lilly Cut Insulin 70% and Got Richer. The Charity Was the Strategy.
In March 2023 Eli Lilly slashed Humalog's list price from $274.70 to $66.40 a vial. It looked like surrender. A year later U.S. revenue was up 39% on a 27% jump in realized prices — because the cheap thing it gave up was never where the money was.
8 min
The Pricing Play · Business Model
Lilly Sells the Same Drug at $1,086 and $299. The Gap Is the Strategy.
Eli Lilly lists Zepbound at $1,086.37 a month and sells the same molecule direct-to-consumer for as low as $299. That isn't a discount war with itself - it's a tollgate built to crowd out compounders and get ahead of the government.
8 min
Tools to try
- Ansoff move finderFramework: Ansoff Matrix
- Business model canvas builderFramework: Business Model Canvas
- Change readiness checkFramework: Kotter's 8-Step Change Model
- Five Forces scorerFramework: Porter's Five Forces
- SMART goal builderFramework: SMART Goals
- SWOT builderFramework: SWOT Analysis
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