Category Archives: Bank CEO

Luiz Carlos Trabuco Cappi

Bradesco bank is the most common bank in Brazil and the man behind its success is Luiz Carlos Trabuco Cappi. Luiz Carlos Trabuco Cappi was born in Marilla in 1951. He did not graduate in economics, administration or accounting like most of the executives. He went to the University of Sao Paulo where he graduated with the faculty of philosophy, science, and letters. He did his postgraduate at the school of sociology and politics Sao Paulo and graduated with a sociopsychology degree.

Luiz Carlos Trabuco Cappi started working at the bank in 1969 going through all the hierarchy. In 1969 he was the clerk at Bradesco. Two years later he went to work at the headquarters in Sao Paulo. He became the director of marketing in 1984. He was the executive director and president of the Bradesco pension company in 1992 to 1998. In 1999, he got promoted to executive vice president. Luckily, he managed to get a promotion to be the president of the company after his hard work at Bradesco Seguros. He became the president of Bradesco in 2003 and is still holding the position to date.

The test for choosing the president at Bradesco bank is not a simple process. The elected individuals have never been associated with any dispute. Luiz Carlos Trabuco Cappi has been the chairman of Bradesco insurer since 2003. His name was popularly mentioned in discussions about Cypriano’s succession. Luiz Carlos Trabuco Cappi has been in Bradesco for over 40 years. By the time Cypriano was taking over the Bradesco presidency, Luiz Carlos Trabuco Cappi was already tipped for the post. However, his name would have to be approved among the list of possible candidates for the position.

Bradesco had always maintained the market leadership. At the time he was taking over the presidency, the bank was not in the leading position. Therefore, losing the leadership had a great impact on the board. The bank was surpassed by a new financial institution to become the leader. Itau Unibanco had more assets than Bradesco. However, he turned the tables and brought the bank to the first position. He bought the HSBC Brazilian branch for over $5.2 billion. The acquisition gave Bradesco an opportunity to be in the lead in the private sector. Luiz Carlos Trabuco Cappi took over the presidency when the bank was going through economic problems. He took over control of the bank when it had R$422 billion in assets compared to its main competitor Itau Unibanco which had R$150 billion in assets. The only way to narrow that gap was to buy smaller banks. However, that was not possible since the smaller banks did not have the needed acquisition properties

Bradesco was able to outperform the Itau Unibanco. Bradesco and HSBC combined had more branch networks, total investment funds, and increased account holders. Therefore, Bradesco became close to its main rival Itau Unibanco. HSBC enabled Bradesco to achieve what it could have done in six years. It was the decision to buy HSBC that led to Luiz Carlos Trabuco Cappi being named the entrepreneur of the year in finance.

Given that, Luiz Carlos Trabuco Cappi was born and brought up in Bradesco, he thus could identify with the Bradesco culture. Under his leadership, the Bradesco Seguro market grew from 23% to 25%. Additionally, his contribution to the bank increased from 26% to 35%. Luiz Carlos Trabuco Cappi had a better idea to recover ground and emerge the leading bank once again. His principal goal was to improve the internal performance of the bank. Luiz Carlos Trabuco Cappi reports to work from 7.00 o’clock and leaves at 6:00 pm