Why Luiz Carlos Trabuco Cappi Was Chosen As Bradesco’s CEO

Luiz Carlos Trabuco Cappi, 66, holds one of the most coveted positions in the Brazil’s financial industry. He is the CEO of a bank, Bradesco, which ranks number two regarding the value of assets; before 2009, Bradesco topped the list of Brazil’s private banks. According to the people close to the executive, Luiz Carlos Trabuco Cappi is a soft-spoken individual with exceptional humor and a broad smile. Controlling one of the largest banks in Brazil, many people would mistake him for an economist, an accountant, or even an engineer.

However, the executive graduated in Philosophy, Sciences, and Letters from the University of São Paulo. Luiz Carlos Trabuco Cappi is also an alumnus of the Fundação School of Sociology and Politics where he pursued Socio-Psychology.

Luiz Carlos Trabuco Cappi, whose first official job was at Bradesco in 1969, took over the leadership of Bradesco in 2009 replacing Márcio Cypriano. The latter had served as the CEO of Bradesco for ten years, and during his tenure, Bradesco bought ten banks such as BBVA, Boavista, BMC, etc. He also made it his personal mission to see to it that Bradesco opened new branches across the country. Of course with the new branches, Bradesco’s volume of credit advanced to borrowers would increase.

Replacing a man of Márcio Cypriano’s stature and matching up to his level of performance (or exceeding) is no mean feat, but Luiz Carlos Trabuco Cappi was up to the task. He had amassed a wealth of experience since he first knocked on Bradesco’s door and was given his first job as a clerk. Luiz Carlos Trabuco wasted no time as he embraced his roles with passion. As a results-oriented individual, he quickly got the attention of his superiors who promoted him successively through the various ranks in the institution. Before he became the CEO, Luiz Carlos Trabuco was the head of Bradesco Seguros—an insurance company owned by Bradesco. He had assumed the leadership of Bradesco Seguros in 2003. With a career spanning 40 decades, Luiz Carlos Trabuco Cappi was the most qualified candidate to replace Márcio Cypriano.

As a newly elected CEO, Luiz Carlos Trabuco Cappi vowed to continue Márcio Cypriano’s legacy. In an interview conducted at the time with Trabuco as a guest, he stated that he was concerned with improving all Bradesco’s branches regarding service delivery to clients. In reference to recent developments in the industry (Bradesco being dethroned by Itaú Unibanco as the leading private bank in Brazil), Luiz Carlos Trabuco Cappi affirmed that his administration was unconcerned with market leadership.

Luiz Carlos Trabuco Cappi strived to improve Bradesco in different ingenious ways. For example, he established Unibrad Corporate University. The role of the university would be to oversee the personal development and growth of Bradesco’s employees and executives in tandem with the growth of the bank. This year, Unibrad was elected by the GlobalCCU Awards as the “Best Corporate University in the World.” He also stressed the importance of poaching leaders from the firm’s competitors, as opposed to promoting people within, as they would inject fresh ideas into Bradesco’s management.

In 2015, Luiz Carlos Trabuco Cappi made the most significant announcement regarding Bradesco’s growth. With the approval of Lázaro Brandão, Bradesco would take over the management of the Brazilian HSBC in a deal that would cost Bradesco $5.2 billion. The inorganic growth strategy would tremendously boost the company’s control of the financial market. In fact, it would put it ahead of Itaú Unibanco regarding branch network, number of account holders, and total investment funds. Luiz Carlos Trabuco Cappi suggested that the purchase would put Bradesco six years ahead of itself.

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