Luiz Carlos Trabuco Cappi is known for his vast knowledge of Bradesco’s business culture and for good reason. He has devoted over four decades of his career to the banking giant and has served them in various capacities which have enabled him to develop an unparalleled range of skills.
He began his tenure as their CEO in 2009 when he succeeded Márcio Cypriano to become only the fourth man to hold the position. He has helped Bradesco prosper in several different ways, however, their organic growth under his leadership really stands out.
Trabuco, as he is well known among financial executives, started out with Bradesco as a clerk in 1969. This was in Marília which was his hometown as well as the place of Bradesco’s founding in 1943 by Amador Aguiar. He gained early and valuable experience as a clerk for two years until he was transferred to the company’s headquarters in São Paulo. This time spent on the front lines of the business served him well in later years when he gained more responsibility as he learned job skills at every level in the bank.
After his transfer to São Paulo, he embarked upon a growth trajectory that was steady and accrued to him a wonderful range of sophisticated financial skills. He spent time in Marketing, Pensions, and the Insurance divisions at Bradesco to round out his experience and abilities.
Luiz Carlos Trabuco Cappi demonstrated a penchant for innovation during his time as the Marketing Director. With a modern sensibility for business, he deftly engaged Bradesco with media publicity for the first time in their history. Prior to this reform, they had not had any contact with the financial press in Brazil. This has allowed the public’s perception of the company to be enhanced by increased brand awareness.
A corporate university is another innovative idea put forth by Trabuco and it is in keeping with Bradesco’s tradition of continuity and renewal. This has allowed them to develop and nurture future leaders for the company who show potential for finance and banking. Trabuco and other executives determined those who were qualified for promotions and a greater voice in the company. A ceremony was held at Noble Hall and each participant was given the responsibility to speak publicly about strategy and direction in their particular sphere.
Trabuco was the manager of Bradesco’s Insurance division from 2003-2009 and his performance was singularly excellent. Growth and revenues increased substantially under his leadership and the company’s bottom line profits were improved remarkably as a result. On two occasions Trabuco was declared to be the Insurance Personality of the Year in light of his performance. His tenure consolidated Bradesco’s market leadership in the Brazilian and Latin American insurance markets and a groundswell of support for him becoming the next CEO was generated.
When Luiz Carlos Trabuco Cappi assumed the duties of CEO, the worldwide financial system was under duress due to the Great Financial Crisis which was ushered in by the collapse of the U.S. housing market. He carefully guided Bradesco through this prolonged period of market weakness and helped them refocus on organic growth which improved substantially. Acquisitions have never been far from his mind, however, and when the right opportunity came along Trabuco engineered an amazing deal.
In 2015 Bradesco purchased the Brazilian branch of HSBC for US $ 5.2 billion and it was considered to be a master stroke which put them back into the fray for market leadership. This particular deal was worth six years of organic growth to Bradesco and it also earned Trabuco the distinct honor of being named as the Entrepreneur of the Year in Finance by Istoe Money.
Luiz Carlos Trabuco Cappi is a fine example of a talented CEO who exemplifies Bradesco’s culture of continuity and renewal.
Learn more about Luiz Carlos Trabuco Cappi on consultasocio.com.