In March 2009, Luiz Carlos Trabuco Cappi took over the leadership of Bradesco, one of the most prominent banks in the private sector of Brazil. At the time of his nomination, Bradesco had just lost its position of market leadership to Itau Unibanco, and therefore, his primary objective was to return the bank to the top spot among private sector banks. His nomination to the presidency was motivated by his long-standing commitment to Bradesco, and the role he played at Bradesco Seguros, the bank’s private pension and insurance plans arm. In different capacities, Luiz Carlos Trabuco Cappi has worked for Bradesco for more than 45 years.
Throughout his entire career, Luiz Carlos Trabuco Cappi has served as an employee of Bradesco, specializing in banking, insurance, and marketing. In comparison to most banking professionals who bear degrees in economics, administration, or finance, he holds a Bachelor’s degree in Philosophy from the University of Sao Paulo. He also bears a postgraduate degree in Socio-psychology from the School of Sociology and Politics of Sao Paulo. He began working for Bradesco in 1969 as a clerk and has steadily risen through its hierarchy to occupy the top spot. This lays credence to the bank’s emphasis on continual growth and employee advancement.
He then moved to Sao Paulo where he began working as the bank’s Marketing Director in 1984. In 1999, he was promoted to become the firm’s Executive Vice President, in charge of private pension plans. During this period, Luiz Carlos Trabuco Cappi served on the bank’s Board of Directors. He returned to serve on the board as its Chief Executive in 2009 after he was selected as the private bank’s President. This position allows him to handle some of Brazil’s biggest financial projects and credit operations, as well as being considered as a voice of reason by distinguished business and political leaders.
Read more on Bloomberg.com
His time as the Executive Vice President of Bradesco Seguros in Rio de Janeiro was characterized by an increase of total premiums from 23% to 25% as well as a significant surge in company profits. To date, the insurance arm contributes approximately 30% of Bradesco’s total profit. During this time, he was recognized two times as the Insurance Personality of the Year in 2003 and 2007.
In the span of his prolific career, Luiz Carlos Trabuco Cappi has also worked with other well-known entities such as the International Institution Association of Economic Studies, National Association of Private Pensions, Brazilian Federation of Bank Associations, among others.
Leading the Acquisition of HSBC Brazil
Upon taking up the presidency of Bradesco, Luiz Carlos Trabuco Cappi forwarded that the bank’s ultimate goal will not be to focus on taking back market leadership but to ensure it offers the best services to its customers. To this end, he led the $5.2 billion acquisition of the Brazilian division of HSBC in 2015. This bold move prompted Dinheiro to select him as Entrepreneur of the Year in the Financial Sector.
His primary objective was to bring about organic growth to Bradesco through the acquisition of smaller banks and opening more regional branches. This will, in turn, increase the bank’s internal performance and operational efficiency. It will also narrow the competitive gap between Bradesco and Itau Unibanco, the bank’s biggest competitor. The move would conclusively reopen the struggle for market leadership in the private banking sector. This is because it allows Bradesco to surpass Itau Unibanco in terms of total investment funds, branch network, and magnitude of account holders.
Luiz Carlos Trabuco Cappi becomes Bradesco’s fourth president, alongside Marcio Cypriano, Lazaro Brandao, and Amador Aguiar, since its inception more than 65 years ago. He is described as a humble man of calculated moves and discreet suits, dedicated to the overall success of Bradesco.