How Luiz Carlos Trabuco Cappi Has Helped Transform Bradesco

Luiz Carlos Trabuco Cappi is a husband and a father of three. He is simple calm and soft-spoken, unlike most banking executives. Trabuco pursued philosophy in the University of San Paulo.

In March 2009, Trabuco became the fourth Chief Executive officer Bradesco, the second biggest private bank in Brazil. He replaced Marcio Cypriano who left command after attaining 65 years which is the maximum age limit for the president of Bradesco. He was nominated for this position by Lazaro Brandao, the current chairman of the board at the bank.

By the time Trabuco took this position, Bradesco had just lost the lead to their rival Itau Unibanco. Mr. Carlos meticulously set an objective to run for the first place in the banking industry. In 2015, he bought the Brazilian branch of HSBC for $ 5.2 billion. With this acquisition, Bradesco strengthened the fight for leadership in the private sector.

The career path of Luiz Carlos Trabuco Cappi

The executive started working for Bradesco back in 1969 as a clerk at the agency of Marilia where he was born. After two years, Trabuco moved to San Paulo where he worked at the headquarters. He was promoted to become the director of marketing in 1884. From 1992 to 1998, he worked as the executive director and president of Bradesco’s private pension company. He became the executive vice president in 1999 before becoming president of the insurance company in 2003. In addition, he was a member of the bank’s board of directors from 1999 to 2005.

Luiz Carlos Trabuco Cappi achievements at Bradesco

Before his 40th birthday, Trabuco had already served in key areas such as marketing and private pension. Under his leadership, Bradesco Seguro’s Market share hiked from 23% to 25% of the total premiums. In the mid-1980s, Bradesco had modernized publicity and openness in the banking industry. At the time he became the president of Bradesco, the bank was about $ 150 billion behind their main rival, Itau Unibanco. To narrow this gap, the new executive started buying smaller banks. Trabuco used the organic growth strategy immediately after taking office. This improved the internal performance of the company. In 2009, the same year he was appointed president, he implemented reduced bank rates to attract more customers and planned to open 211 more branches.