Bradesco’s CEO, Luiz Carlos Trabuco Cappi is one of the most influential banking executives in Brazil. Appointed as its president in 2003, he is regarded affectionately as a modest, soft-spoken, and jovial individual. In addition to that, these qualities serve him well as a banker. Widely known for his organic management approach, he is the personification of Bradesco’s culture and continuity. In this regard, Trabuco pays close attention to the basics of personalized banking. For example, he takes keen personal interest in the bank’s clients despite the lack of any significant impact on Bradesco’s bottom line.
A native of Marilia, Luiz Carlos Trabuco Cappi was born in 1951 and has a lot in common with previous Bradesco presidents. He holds a postgraduate degree in Social Psychology from Sao Paulo’s School of Sociology and Politics. Luiz commenced his professional life as a clerk while Bradesco was an agency in Marilia in the year 1969 at 22 years of age. Throughout his 40-year’s career at Bradesco, he has attained various senior positions in management eventually becoming the bank president.
During his tenancy as the group’s executive director in 1992 and 1998, he was appointed the president of Bradesco private pension company. This appointment ran concurrently with his responsibility as a member of the company’s board of directors. His role as a pragmatist equips Trabuco with expertise, knowledge, and authority to direct the bank’s operations profitably.
In the mid 80’s, Luiz Carlos Trabuco Cappi headed the group’s marketing department. In this position, he initiated reforms aimed at making the bank more open and media friendly. Trabuco’s management expertise earned him two Personality of the Year awards in 2003 and 2007 respectively. Additionally, his efforts and subsequent awards catapulted his candidacy for Bradesco’s presidency. Upon assuming the presidency, he initiated a campaign to transform and modernize the company’s insurance and banking segments.
His accomplishments increased the company’s net profits by 10%. to 35%. This led to Bradesco becoming Brazil’s single largest insurer with a growth ratio of 10 percentage points. At the same time, the company doubled in size substantially increasing its role, prestige, and relevance in the Brazilian economy. Luiz Carlos Trabuco Cappi was instrumental in the company’s purchase of HSBC’s Brazilian branch. Because of this acquisition, Bradesco regained the top position from its largest competitor, Itau Unibanco. The entire deal cost the company a total of US $5.2 billion and was the biggest company buyout in Brazil of that time.
Recently, under his watch, the bank is strengthening its position as the leading banking and insurance company by amalgamating smaller banks into one large corporation. Trabuco favors a strategy of “organic growth” to achieve the goals mentioned above. For this reason, he believes in initially improving the company’s internal capabilities and performance. Since 2009, Trabuco embarked on this venture by opening new sub branches in the wider Brazilian region. As at present, the bank has over 5,000 branches in a majority of the country’s cities, suburbs, and rural locations.
As the fourth president of the company, Luiz is renowned for his optimism regarding the future of the insurance and banking industry in Brazil’s socio-economic development. Due to his tireless dedication to the bank’s activities, Bradesco has reopened the fight for dominance in the banking sector. On the other hand, he is a strong proponent of segmenting the insurance industry. Given this reason, through its subsidiary agency Bradesco Prime, he introduced overdraft services for high net individuals. For success in the financial sector, Trabuco believes that institutions must adopt an approach that prioritizes the values, desires, feelings, and interests of their clients.