Luiz Carlos Trabuco Cappi: The Steady Hand That Has Been Loyal To Bradesco For Close To Five Decades

In recent years, Luiz Carlos Trabuco Cappi’s name has become synonymous with Bradesco. The current president has been with the company for an estimated 48 years, making him one of its longest serving servants. His destiny has long seemed tied to that of Bradesco. Just like the bank, Luiz Carlos Trabuco Cappi has his origins in the city of Marilia. Over the years, he has watched and learned from the bank’s previous presidents, including founder Amador Aguiar, his successor Lazaro Brandao and Luiz Carlos Trabuco Cappi’s successor, Marcio Cypriano. Few have had the opportunity to grow in a single institution for as long as he has had. As such, when he was appointed to lead one of the largest banks in Central and South America, many in the industry saw it as to be the right decision.

Academic Background and Career Beginnings
For his undergraduate studies, Luiz Carlos Trabuco Cappi attended the University of Sao Paulo and graduated with a degree in philosophy. He would continue with his post-graduate studies graduating with a master’s degree in socio-psychology from the Fundacao School of Sociology and Politics of Sao Paulo. Despite having no academic inclinations towards banking, Luiz Carlos Trabuco Cappi’s first job was as a clerk at Bradesco. He took the job in1969, aged only 18. After moving to the head office only two years later, he earned significant promotions in quick succession ultimately being named a department director in 1984 and vice president of Bradesco Seguros in 1999. By this juncture, he was among the most respected executives in the company and was thought to have a slight chance at being named the bank’s president. The position, however, went to his would be predecessor, Marcio Cypriano.

Taking the Reins at Bradesco Seguros
In 2003, only four short years after being named its Vice President, Luiz Carlos Trabuco Cappi was promoted to the position of Bradesco Seguros’s President. At the time of his appointment, Bradesco Seguros contributed an approximate 26% of the entire bank’s net profits. He immediately set out to expand the insurance company’s broker network with the goal of aggressively selling more policies. The strategy paid off greatly as he was able to grow the company’s market share in the insurance industry by about 2% and confirm its standing as the leading player in the sector. Additionally, he was able to grow the company’s contribution towards the bank’s profits by almost a tenth to stand at 35% of total earnings. His high performance at Bradesco Seguros got him twice named the insurance personality of the year.

Growing Bradesco
When Luiz Carlos Trabuco Cappi took over from Cypriano, the company had just come off a number of aggressive expansion cycles characterized by high-profile acquisitions of mid-sized banks. While Luiz Carlos Trabuco Cappi was tasked with building on Cypriano’s foundation and expand the bank further, there were almost no viable acquisition opportunities in the market at the time. As such, he decided to adopt an organic growth approach. Luiz Carlos Trabuco Cappi did, however, remain on the lookout for any good acquisition opportunities. When one such opportunity presented itself in 2015, the bank initiated a $5.2 billion purchase of HSBC Brazil. The deal was concluded in 2016, giving Bradesco a great boost over its competitors in the private banking sector.

Leadership Coaching
After being named President, among the immediate changes that Luiz Carlos Trabuco Cappi introduced at Bradesco was setting up a corporate university. With Luiz Carlos Trabuco Cappi highly involved, the university has empowered numerous executives in the organization to become better leaders.

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