In the Brazilian economic life, only a few business executives are influential such as the president of Bradesco, the country’s second largest private banking institution. The professionals who hold such positions of influence not only pass through credit operations but also some of the top financial projects in Brazil. For this reason, political leaders, the leading businesses and media platforms like newspapers and magazines follow their opinions closely. In 2009, Luiz Carlos Trabuco Cappi joined the ranks of individuals who enjoy such privileges after being named the CEO of Banco Bradesco SA.
By joining Bradesco at the age of 57, Luiz Carlos Trabuco Cappi replaced his predecessor, Marcio Cypriano, who left the command since the company’s statute does not approve presidents older than 65 years. Cypriano left the seat having steered Bradesco into successful heights. In fact, for about a decade, Bradesco’s market value had skyrocketed from $5 billion to $30 billion. Luiz Carlos Trabuco Cappi became the company’s fourth president in its 65-years history. Other than Cypriano, the other two individuals include Lazaro Brando, the chairperson of the boards and Amador Aguiar, the founder.
Why he was Suited for the Job
Luiz Carlos Trabuco Cappi strongly identifies himself with Bradesco’s culture. Throughout his illustrious career, he has worked in strategic divisions like marketing and private pension. Trabuco’s work ethic garnered attention while working as the head of Bradesco Seguros. In fact, during his tenure, the company’s market share rose from 23 percent to 25 percent of the total premiums. The company’s contribution to Bradesco’s revenue increased from 26 % to 35 %. Additionally, Luiz Carlos Trabuco Cappi is an alumnus of the University of Sao Paolo where he graduated with a philosophy degree.
Trabuco’s Plans for Bradesco
When Luiz Carlos Trabuco Cappi joined Bradesco, his primary challenge was narrowing the gap of R $150 billion that had placed the bank behind Itau Unibanco, its main competitor. The ideal plan to achieve this endeavor would be the acquisition of the existing smaller banks. However, the market was experiencing a scarcity of suitable acquisition opportunities at the time. Luiz Carlos Trabuco Cappi’s plan was organic growth, which involved boosting the bank’s internal performance. Additionally, the bank planned to open about 211 branches and reduce rates in an attempt to attract more clients.
After Trabuco became the President
After taking up the presidency, Luiz Carlos Trabuco Cappi acquired HSBC’s Brazilian branch for US$5.2 billion through the approval of the chairman of the board, Lazaro Brandao. This acquisition was the largest business deal across Brazil in 2015. The combined sum of HSBC and Bradesco’s market share caused Banco de Deus in Osasco to surpass Itau Unibanco in three areas including total investment funds, the number of account holders and branch network. As such, this endeavor reopened the fight for the first place in Brazil’s private banking segment.
At the time of acquisition, Luiz Carlos Trabuco Cappi told MONEY that Bradesco had achieved what it would take the bank to accomplish in six years through organic growth. This accomplishment made Trabuco a prominent figure in the industry. In fact, Dinheiro named him Entrepreneur of the Year in Finance.
Luiz Carlos Trabuco Cappi began working for Bradesco in 1969, whereby he went through the various hierarchy levels at the bank. He ascended to the presidency role after his impressive work at Bradesco Seguros, which he headed from 2003 to 2009. To date, Bradesco Seguros is known to contribute nearly 30 percent of the Bradesco’s revenue. Furthermore, after becoming president, Luiz Carlos Trabuco Cappi instituted a corporate university and started seeking the renewal of leadership groups. He is also known to have declined an invitation by President Dilma Rousseff to run the ministry of finance.
Learn more about Luiz Carlos Trabuco Cappi: https://www.youtube.com/watch?v=2rHJJsoj7XQ