Shares of Novo Nordisk rose more than 8% on Friday after early prescription data showed an encouraging start to the U.S. launch of the company’s new GLP-1 pill for obesity.

In a Friday note, TD Cowen analysts called it a “solid start” for the first-ever weight loss pill, but said “one data point does not make a trend.” They cautioned that they need to see more data to fully assess early demand for the Wegovy pill, which officially launched Jan. 5 after winning approval in late December. 

Still, the initial data is a boost to the Danish drugmaker’s hopes of winning back more share from its chief rival, Eli Lilly, this year in the booming obesity and diabetes drug market. Eli Lilly won the majority market share in early 2025 and is trailing closely behind Novo Nordisk in the pill space, as it prepares for the upcoming launch of its own oral drug for obesity.

In a Friday note, Leerink Partners analyst David Risinger said around 3,100 prescriptions for the Wegovy pill were filled in the first week of the launch, citing IQVIA data for the week ending Jan. 9. In the first week of the commercial launch of Eli Lilly’s popular obesity injection, Zepbound, around 1,300 prescriptions were filled, and roughly 8,000 were filled in the second week, he noted. That injection won U.S. approval in late 2023. 

The TD Cowen analysts cited somewhat different data published by Symphony through Bloomberg.

The analysts said around 4,290 prescriptions were filled for Novo Nordisk’s pill during its first full week of launch, with the majority being for the starting dose of the drug. They added that the data from their source or IQVIA likely don’t include prescriptions through Novo Nordisk’s direct-to-consumer pharmacy or its telehealth partners. 

The analysts said that compares with the roughly 1,900 prescriptions filled for Zepbound during its first full week on the market.

Assuming the Symphony data is accurate, the pill “is already outstripping its injectable counterparts at the same stage of their launch,” TD Cowen analyst Michael Nedelcovych wrote in the note. A more direct comparison between the pill and the injections can be made based on available data early next week, though the figures may not prove more useful for another two to three quarters, he added. 

Nedelcovych said he wants to see the full picture on the direct-to-consumer channel, which holds “significant promise” for the pill’s launch. 

Demand could also shift once Eli Lilly’s pill, orforglipron, enters the market in the next few months, he added.

While Novo Nordisk’s drug has a head start, it is a peptide medication with dietary requirements — no food or drink for 30 minutes after taking the pill with water — that may hinder uptake. Eli Lilly’s pill is a small-molecule drug and not a peptide, meaning it does not have those restrictions. 

White House economic advisor Kevin Hassett said Friday that large U.S. banks could voluntarily provide credit cards to underserved Americans as a means to address President Donald Trump’s affordability push.

A week ago, Trump called for banks to cap credit card interest rates at 10%, an idea that has been roundly rejected by industry executives and their lobbyists this week.

Now, Hassett, who is director of the National Economic Council, is floating a different plan, this one more narrowly focused on consumers who don’t have credit access but have the income to justify credit lines.

“They could potentially voluntarily provide for people who are in that sort of sweet spot of not having financial leverage very much because they don’t have access to credit, but they have enough income and stability in their lives so they’re worthy of credit,” Hassett told Fox Business host Maria Bartiromo.

“Our expectation is that it won’t necessarily require legislation, because there will be really great new ‘Trump cards’ presented for folks that are voluntarily provided by the banks,” he said.

The comments could indicate that the administration is downgrading its efforts for broad changes to the card industry that would be difficult to enact and that could hit consumer spending and the economy.

This week, bankers discussing fourth-quarter results said that rather than offering cards at a 10% interest rate, as Trump has said should happen by Jan. 20, the banks would simply close many customers’ accounts.

Hassett’s statement came in response to a question about whether bankers would be forced to comply with Trump’s rate cap, a move that would probably require new legislation.  

The administration has been talking with “CEOs of many of the big banks who think that the president’s onto something,” Hassett said.

A major credit card issuer and a bank lobbyist representing big lenders told CNBC that they haven’t yet had any discussions with the administration about the “Trump card” concept.