Luiz Carlos Trabuco Cappi: The Man Long Destined To Lead Bradesco

It is often said that certain leaders are made for a position. Why it is a peculiar assertion, it often seems true where a leader seamlessly excels at his/her position. For Luiz Carlos Trabuco Cappi, a look at his journey with Banco Bradesco shows that he was in fact born for the position. He is Bradesco’s soul, and Bradesco is his soul. With his stay at the bank now approaching five decades, Bradesco has shaped the professional and person Luiz Carlos Trabuco Cappi has become while on the other side through the various positions he held over the years he has also influenced the direction it has taken over the years.

Luiz Carlos Trabuco Cappi joined Banco Bradesco in 1969. At the time he was an innocent 18-year old that had been born and raised in Marilia, Brazil. As fate would have it, his employer also had its origins in the city. It had been founded 26 years before he joined by Amador Aguiar with the first offices being located in Marilia. The first position he held at the bank was the entry level role of a clerk. However, he quickly to the culture at Bradesco and the lessons given to him by superiors and was promoted to work at the bank’s head offices in Cidade de Deus, Osasco, Sao Paulo less than two years later. He consistently impressed with every role his was assigned and was consequently rewarded with a major promotion to marketing director in 1984. In the time he served in this position, he increased the bank’s interaction with members of the fourth estate thus making it easier to attract new clients. His next biggest promotion would come in 1999 when aged only 47 he was named the executive vice president of Bradesco’s biggest subsidiary, Bradesco Seguros. Less than five years later, he would be named the subsidiary’s president.

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Luiz Carlos Trabuco Cappi’s tenure as president of Bradesco Seguros was highly successful. He warded off the increased competition the company was facing and managed to secure its standing as the leading player in the industry by growing its market share to 25 percent. This he achieved through prudent all-round management and shrewdly expanding the company’s agent network. The company’s contribution to Bradesco’s annual returns also grew by 10 percent between 2003 when he was first named the president, and 2009 when he left. In recognition of his efforts towards growing the insurance industry in Brazil, he was on two separate occasions named the insurance personality of the year.

In addition to expansion, Luiz Carlos Trabuco Cappi has laid great emphasis on innovation at Bradesco. The bank has always been known for initiating various trends and strategies in the banking industry. Bradesco was the first bank in the country to make use of the computer and launch credit cards. In keeping in line with this tradition, Luiz Carlos Trabuco Cappi has ensured Bradesco is the first Brazilian bank to implement an environmental and sustainability policy. Following from this, the bank was in 2011 named the greenest Brazilian company and the fourth greenest in the world by Newsweek. In 2015, he also initiated the daring move acquiring HSBC’s Brazilian business for $5.2 billion. As per Luiz Carlos Trabuco Cappi, the takeover saved the bank considerable time in its expansion strategy.

Even as Luiz Carlos Trabuco Cappi is approaching his retirement age, it is highly likely that his time with the bank will not come to an end anytime soon. Many predict him to be the company’s next chairman of the board once Lazaro Brandao retires.

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