Luiz Carlos Trabuco Cappi is the CEO of Bradesco. He took over the bank’s presidency in March 2009 under unfavourable conditions where the bank had lost its lead to Itaú Unibanco. At that time, the financial and economic difficulties were being experienced in both Brazil and Abroad. These conditions were expected to bring about declines in Bradesco’s profits and decelerate its branch network expansion plan. Following the bank’s loss to Itaú Unibanco, Luiz Carlos Trabuco Cappi made it clear that the bank’s main goal was not to be the top bank but rather to provide banking services to the municipalities that the bank served.
In August 2015, with approval Bradesco’s board chairman; Lázaro Brandão; Luiz Carlos Trabuco Cappi made one of the most daring moves by purchasing the Brazilian branch of HSBC for US $ 5.2 billion. The acquisition of the HSBC bank placed Bradesco at a better position to compete for its initial position as a leading bank in Brazil’s private sector. According to Luiz Carlos Trabuco Cappi, purchasing HSBC bank helped Bradesco to instantaneously expand its branches and increase its reach in a way that would have taken the bank approximately six years to achieve. This bold move saw his selection by Dinheiro as the Entrepreneur of the Year in Finance in 2015.
Luiz Carlos Trabuco Cappi was born in Marília, in 1951. He is a philosophy graduate from the University of São Paulo. Trabucco began his career working for the Bradesco bank as a clerk at Marília’s agency in 1969. In 19721, he was promoted to work at the bank’s headquarters in São Paulo. He continued to grow and rose through all the hierarchical levels in the bank. Luiz Carlos Trabuco Cappi served as the marketing director in 1984, and then became the executive director and president of the bank’s private pension firm in 1998. He became vice president of Bradesco Seguros in 1999 and served as the firm’s president between 2003 and 2009. The profits from this area have accounted for 30% of Bradesco’s profit to date.
In his term as president of Bradesco Seguros, Luiz Carlos Trabuco Cappi founded a corporate university and campaigned for the change in the firm’s leadership. Under Luiz Carlos Trabuco Cappi’s leadership, the company established rituals that gave the promoted leaders independence. Luiz Carlos Trabuco Cappi challenged those who ascended to leadership positions to promote the firm’s image and develop strategies that would assist its growth and expansion. He promoted the search and employment of professionals to the company.
Luiz Carlos Trabuco Cappi continues to be hardworking and dedicated to his work even in his position as the CEO of Bradesco Bank. He habitually arrives at the bank at 7.00am and works until 6.00pm often extending his work hours to business dinners. In early 2015, Luiz Carlos Trabuco Cappi was nominated for the position of the Ministry of Finance. He, however, turned down the President Dilma Rousseff’s invitation. According to a quote by a close executive, Luiz Carlos Trabuco Cappi was destined to work for Bradesco. His name is the second most recognized name associated with the bank after Lázaro Brandão.
Luiz Carlos Trabuco Cappi is a persistent, wise, and result oriented leader. He has received the Insurance Personality of the Year award twice in 2003 and 2007. He expresses his great confidence in the growth of the insurance banking sector in the future market. He considers the insurance segment as a vital additional arm of the country to the upholding of the society’s well-being. He has undoubtedly brought about positive evolutions of significant out come to Bradesco and the insurance sector in its entirety.