Luiz Carlos Trabuco Cappi completed an extraordinary rise to the top of his profession when he was named as the CEO of Bradesco which is one of Brazil’s largest private banks. One can only surmise what his thoughts were when he began his first day on the job as the head of the company. Did he think back to his humble beginning as a counter clerk in his hometown of Marília? It was there that he started with the company in 1969 and he served as a clerk for two years. This was the beginning of his extensive training and development within Bradesco’s business culture.
Trabuco, as he is most commonly referred to, pursued an education at the University of São Paulo, where he graduated from the Faculty of Philosophy, Science, and Letters. While his educational path was unorthodox for a banker, he has accumulated a vast range of business and financial skills. He is strongly identified with Bradesco’s culture and has served in several strategic capacities. His time spent in the Pensions, Marketing and Insurance divisions is where he laid the foundation for his knowledge and success.
Luiz Carlos Trabuco Cappi demonstrated thought leadership when he implemented a significant reform as the head of Marketing. His intuition regarding the need for modern communications with the media led to him establishing publicity at Bradesco. Prior to this time, the bank had no relations with business reporters and this was a milestone achievement for Trabuco and Bradesco. This increased their exposure to the public and made their brand stronger.
The Insurance division of Bradesco was where Trabuco gained the inside track to the CEO position. Under his leadership, Bradesco’s insurance division realized substantial growth and their success contributed a large portion of the company’s overall profits. This solidified Bradesco’s market leadership in this sector and they are also a major player in Latin America as well.
Trabuco was honored on two separate occasions as the Insurance Personality of the Year. His strong advocacy of Insurance helped Bradesco achieve their outsized performance. Trabuco has maintained that insurance is an extension of the state and is critical to the welfare of society.
A corporate university is another innovation that Trabuco instituted and it was an important way to groom and develop leadership for Bradesco’s future. Trabuco and other top executives were able to determine those employees who were worthy of promotion and a larger voice in the company.
In 2009 when Luiz Carlos Trabuco Cappi began leading Bradesco as their CEO, the worldwide economic conditions were characterized by recession and softness in the financial sector. Trabuco safely brought Bradesco through this time while focusing on organic growth and adding to the number of branches. He also emphasized excellent customer service and becoming an even more valuable part of the local communities that they served.
In 2015 Bradesco broke the news that they had agreed to acquire the Brazilian branch of HSBC. It was a blockbuster deal and the largest of its kind during this year and Trabuco was the driving force behind it. It was roundly praised by the financial community and it greatly increased the revenues and resources of Bradesco. It would have taken six years of organic growth to equal the magnitude of this acquisition. Trabuco was honored for his role in making it happen as the Entrepreneur of the Year in Finance by DINHEIRO.
Luiz Carlos Trabuco Cappi is soft-spoken and bears a wide smile. He dresses in a conservative way and avoids extravagant displays of wealth and success. He is married and with his wife, they have raised three children. Trabuco has devoted his entire career to Bradesco despite an offer to lead the country as Finance Minister which he graciously declined.