Brazil is the largest economy in Latin America. It also follows, that its financial sector is the biggest in the region. With a bulk of the country’s over 200 million citizens currently being in the middle class, there are dozens of banks competing for their business. While the ensuing competition provides quality financial products for the Brazilian public, it is also quite brutal on banks. Those that are not able to cut it quickly fall by the side.
However, one bank that has consistently managed to stay in the top bracket of the industry is Bradesco. Founded in 1943, the bank had by 1951 become the biggest private bank in the country. It held that position till 2008 when a merger pushed Itau Unibanco slightly ahead of Bradesco. Since the appointment of Luiz Carlos Trabuco Cappi, however, Bradesco has fast been gaining ground on its slightly larger competitor.
Luiz Carlos Trabuco Cappi’s success as the president of Bradesco has not come as a surprise to many. Having been with the bank since he was 18, it was widely expected that he would one day take the helm at the giant bank. Being the company’s longest servant outside of the board of directors, few know the soul and essence of Bradesco as well as he does. Luiz Carlos Trabuco Cappi was first speculated to become the bank’s president in 1999 following the retirement of long-time president Lazaro Brandao. However, at only 47, the board deemed him a little too young and instead gave the post to the more experienced Marcio Cypriano. He would go on to learn and grow under Cypriano before finally being named the president in 2009.
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A philosophy graduate, Luiz Carlos Trabuco Cappi was born in the Brazilian city of Marilia in 1951. He attended the University of Sao Paulo for his undergraduate studies and later completed a master’s program in Socio-Philosophy at the Foundation School of Sociology and Politics of Sao Paulo. In 1969, he started working at the Marilia Bradesco branch as a clerk. Being a quick study, he mastered the requirements of his position with relative ease earning him a promotion to work at the bank’s head office about two years later. By 1984, he was one of the youngest ever marketing directors employed at the company. The bank’s relations with the media considerably improved while he served in this position. The in 1999, after coming close to being selected as the bank’s president, Luiz Carlos Trabuco Cappi was promoted to the position of executive vice president at the bank’s largest subsidiary, Bradesco Seguros. Four years later, he named the subsidiary’s president.
Luiz Carlos Trabuco Cappi was an instant success at Bradesco Seguros. Within the first year of his appointment, he set about expanding the insurance company’s broker network. The strategy caused an increase in the number of insurance policies held by Bradesco Seguros and also got him named the insurance personality of 2003 by coverage magazine. His prudent and consistent management of the insurance company also won him the same award in 2007. By the time he was leaving the company in 2009, it had doubled in size and considerably increased its stronghold on the country’s insurance industry.
At whichever level he has worked at while at Bradesco, Luiz Carlos Trabuco Cappi has shown a great affinity for innovation and shrewdness. It has also helped that he is a diligent and hard worker. He still works 12-hour days despite being the highest-ranking employee at Bradesco. His brand of leadership is one to be admired and emulated.