Luiz Carlos Trabuco Cappi A Leading Entrepreneur And CEO Of Bradesco

There are only a handful of executives in the Brazilian economy who have as much influence as the chief executive officer of Bradesco. The position of Bradesco bank CEO provides the mandate to oversee some of the biggest financial projects in the state. Luiz Carlos Trabuco Cappi is the current CEO of the bank. He is the fourth president of the bank, the other three were the bank’s founder, Amador Aguiar, the present chairperson of the board, Lázaro Brandão, and Márcio Cypriano.

Luiz Carlos Trabuco Cappi took office in early March 2009, at an immensely challenging time where the bank had just lost its position as the top private bank to it rival Itaú Unibanco. Itaú Unibanco had taken the lead having about R $ 150 billion in assets more than Bradesco. Bradesco would require to acquire several smaller banks to quickly recover the gap. However, the financial and economic difficulties that were being experienced in the country saw the bank resorting to organic growth. Maintaining market lead was vital to Bradesco’s honour and reputation, this loss of lead severely affected the bank’s board of directors.

Luiz Carlos Trabuco Cappi held the opinion that the firm’s main objective was not to be the top bank but rather, to provide the best services to the communities it served. However, in August 2015, the CEO navigated the most daring move by purchasing the HSBC Brazilian branch with Lázaro Brandão’s approval for US $ 5.2 billion. The acquisition of HSBC enabled Bradesco to instantaneously achieve the growth and expansion it would have taken it six years to organically achieve. This move placed the bank back in the fray for leadership in the private segment and saw Luiz Carlos Trabuco Cappi selected by Dinheiro as the Entrepreneur of the Year in Finance.

Bradesco’s CEO, Luiz Carlos Trabuco Cappi, strongly identifies with the bank’s corporate culture as he has worked for the bank for over 40 years during which, he has risen through all the hierarchical levels of the firm. He has worked in various strategic areas of Bradesco such as in the private pension and marketing sections. He started by working as a clerk at the bank’s agency in Marília in 1969 and by 1999 had risen to the position of executive vice-president at Bradesco Seguros. He served as the president of Bradesco Seguros between 2003 and 2009. His achievements as head of the insurance company earned him great recognition. One of his major achievements was that the firm doubled in size with its market share rising from 23% to 25%. Under his management, the institution’s contributions to the Bradesco’s profit increased from 26% to 35%.

Luiz Carlos Trabuco Cappi’s character has a lot in common with that of his predecessors. He does not portray extravagant outwards signs of wealth. His suits are discreet, and he is soft spoken with a fine sense of humour and a broad smile. Unlike the majority of Bradesco’s managerial staff who have degrees in fields such as economics, administration, accounting, and engineering, the CEO is a philosophy graduate from the University of São Paulo. He undertook his postgraduate studies at the School of Sociology and Politics of São Paulo where he studied socio-psychology.

Luiz Carlos Trabuco Cappi is respected for his hardworking and positive nature. He is a goal-oriented leader who applies wisdom and persistence to achieve the desired goals. His character and optimism have earned him various awards. He has received the title of Insurance Personality of the Year in both 2003 and 2007. He also earned Dinheiro’s Entrepreneur of the Year in Finance title in 2015. In his position, he has continued to spread positivity to the insurance market place and steer the bank to greater success.

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