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Luiz Carlos Trabuco Cappi: Promoting Organic Growth At Bradesco

One of the enduring qualities of Luiz Carlos Trabuco Cappi, the current president and chief executive officer of Bradesco, is his ability to appreciate the existing business environment. Throughout his career, which he has spent the whole of it at one of Brazil’s leading private banks Mr. Trabuco has brilliantly worked around existing market challenges to register excellent operational and financial success. This enduring quality was evident when he was appointed to serve as the president of the bank in 2009 and set out to promote organic growth of the bank. Recognizing that the tough economic times that Brazil was enduring at the time has derailed the activities and value of many Brazilian banks, Mr. Trabuco decided to promote Bradesco’s internal growth through opening of an additional 211 new branches.

The move marked a significant departure from the strategic management approach of his predecessor, Márcio Cypriano, who primarily relied on acquisitions to increase Bradesco’s asset base and value. When the time was right, Luiz Carlos Trabuco Cappi led the bank in acquiring all of HSBC’s Brazilian operations in a deal worth $5.2 billion in 2015. To further reinforce his visionary leadership credentials, he founded a corporate university with the primary aim of renewing the bank’s leadership cadres. The program will also incorporate all bank executives in its mentorship initiative.

From Branch Clerk to President

Luiz Carlos Trabuco Cappi’s impressive ascend through the ranks of Bradesco has a fairytale touch. He started off as bank branch clerk in Marilia, a hometown he shares with Lázaro Brandão who founded the bank and currently serves as its chairman. Within two years in 1971, he had moved to the bank’s Sao Paulo headquarters in a more senior role. By 1984, he had risen to become the bank’s managing director and in 1992 as the executive director of Bradesco’s pension unit. Within six short years, he had already risen through the pension division’s ranks to become the president.

From 1998, Luiz Carlos Trabuco Cappi’s long association with Bradesco took a new direction that paved the way for him to become the bank’s president in 2009. His award-winning leadership at Bradesco Seguros based in Rio de Janeiro become with his appointment as the vice president of Bradesco’s insurance subsidiary. He soon rose to the subsidiary’s presidency and oversaw a period of significant progress. One of the milestones he achieved was doubling Bradesco Seguros’ value and increasing its market share. He guided the company to market dominance in Brazil and Latin America while its financial contribution to Bradesco’s profit margins increased significantly. In 2003 and 2007, these achievements were feted by industry players with the Insurance Personality of the Year Awards. It is an award-winning track record he has continued with as Bradesco’s president as he was awarded the 2015 Entrepreneur of the Year by Dinhero.

A Philosopher and Excellent Corporate Leader

Luiz Carlos Trabuco Cappi’s excellent corporate leadership track record is founded a strong background in philosophy. He is an alumnus of São Paulo School of Sociology and Politics where he studied for his postgraduate degree in sociopsychology. He also graduated from the University of São Paulo with a Bachelor of Arts degree. He specialized in Philosophy. Such strong professional background and vast experience have played a crucial role in his role to juggle the numerous roles and responsibilities he is entrusted with.

These responsibilities extend beyond his duties at Bradesco. At Bradesco, he doubles up as the president of Bradesco Seguros and Bradesco Vida e Previdência SA. He is also the head of Fenasaúde and a member of the board of directors of Fenaseg. He also serves as the president of the Geneva-based International Association of Economics Studies of Insurance and vice president of Institute for Supplementary Health Studies (IESS). This is in addition to his leading roles at National Association of Private Pensions (ANAPP) and Brazilian Federation of Bank Associations.