Bradesco is the second largest private bank in Brazil. Its current president is Luiz Carlos Trabuco Cappi. The enigmatic leader has had a large role to play in Bradesco’s current high standing in the Brazilian financial sector.
Luiz Carlos Trabuco Cappi was born and brought up in the city of Marilia. He went on to study philosophy for his undergraduate studies, graduating from the University of Sao Paulo. He also holds a post-graduate degree in Socio-Philosophy awarded by School of Sociology and Politics Foundation of Sao Paulo.
Growing at Bradesco
Luiz Carlos Trabuco Cappi has sent his entire adult life at Bradesco. He accepted his first job as a clerk at the bank aged only 18. Coincidentally, Luiz Carlos Trabuco Cappi and Bradesco originated from the same area. The opened up its first offices in Marilia in 1943 while Luiz Carlos Trabuco Cappi was born in Marilia in 1951. Despite being so tender in age and lacking any background in finance, Luiz Carlos Trabuco Cappi quickly impressed at his job. Two years after joining the bank, he got the first of many promotions that would later come his way. He was shifted to work at the bank’s head offices in Sao Paulo. 13 years later, he had grown to become one of the bank’s youngest department directors. The bank’s marketing efforts improved significantly while he served in this position over the course of the next eight years. In 2003, after a few more hierarchal promotions, Luiz Carlos Trabuco Cappi was named the president of the bank’s insurance company, Bradesco Seguros.
Insurance Personality of the Year
In 2003, his first year as Bradesco Seguros, Luiz Carlos Trabuco Cappi was named the insurance personality of the year. He again received the same award three years later. Both awards were in recognition of his valiant efforts to grow both Bradesco Seguros and the insurance industry in Brazil. In his first few years in the role of president, he adopted a raft of innovative strategies that included expanding the broker network. As a result, success came by quickly, and Bradesco Seguros was able to lay an uncontested claim to the number one spot in Latin America’s insurance sector. Additionally, the insurer grew to contribute as much as 38 percent of Bradesco’s yearly returns.
With the Bradesco Seguros’s president Marcio Cypriano retiring in 2009, Luiz Carlos Trabuco Cappi’s time at Bradesco Seguros was cut short as he was named the bank’s overall president. Having grown at the bank for close to four decades, it was now his turn to grow the bank. With few good acquisitions in the industry, the primary growth strategy he initially employed was organic growth. That is, going the traditional way of marketing to attract new clients while also expanding the network coverage through construction. However, in 2015 a good acquisition strategy presented itself, and Luiz Carlos Trabuco Cappi was quick to act. Bradesco purchased the smaller, but still sizable, HSBC Brazil bank. The deal was reported to have cost Bradesco $5.2 billion, making it the largest financial transaction in Brazil for 2015. Today, Bradesco is a lot bigger than it was when Luiz Carlos Trabuco Cappi took over. The bank’s asset value is approaching $400 billion, and the number of branches has increased from about 3500 in 2009 to well over 5,000 in 2017.
Luiz Carlos Trabuco Cappi is approaching the sunset of his career at Bradesco. It is, however, highly likely that he will continue his association with the bank. With the bank’s legendary board chair, Lazaro Brandao quite advanced in age, Luiz Carlos Trabuco Cappi could be the next in line.
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