In 2009, Luiz Carlos Trabuco Cappi became president of Bradesco. At the time, the bank had lost its market leadership position to Itau Unibanco. Rather than focusing on competing for rankings, he concentrated on achieving growth, efficiency, and excellent customer experience and service across all the bank’s location.
Marilia-born Luiz Carlos Trabuco Cappi earned an undergraduate degree in philosophy and postgraduate in socio-psychology from the University of Sao Paulo and the School of Psychology and Politics of Sao Paulo. By 1969, Bradesco began working as a clerk in the Marilia branch. As years went by, he rose through various ranks and assumed the role of director of marketing in 1984. As head of marketing, Luiz Carlos Trabuco Cappi overhauled Bradesco’s publicity and approach to the media. Later 1992, he was president and executive director of the bank’s private pension company until 1998.
He became president of Bradesco Seguros, the bank’s insurance arm in 2003. During his tenure, the bank registered double-digit growth in the department; the department currently accounts for the banks 30-35% incomes. Also, Bradesco Seguros became the top company in the sector in Latin America, and the net earnings increased by 10%. Between 1999 and 2005 he served on the board of directors. He is also among the people who championed for segmentation of the bank’s services
Luiz Carlos Trabuco Cappi is the fourth president and succeeded Marcio Cypriano. He underwent a rigorous selection process before appointment as president. Luiz Carlos Trabuco Cappi took over at a period when the economic environment that was unfavorable coupled financial sectors difficulties abroad. Analysts forecasted that Bradesco’s branch network expansion would slow down and that the return on equity would average 21.3% in 2009. His primary challenge was to grow the bank’s reach and influence in the market to increase its competitiveness. Options for growth through mergers and acquisitions at the time were scarce. Luiz Carlos Trabuco Cappi’s strategy was to pursue organic growth and make operations efficient at all levels. Bradesco also intended to review its rates and open more branches.
After his appointment as president, he initiated a corporate university that would nurture and grow leaders at all levels of the bank and develop a basis for promotions. Through forums conducted within the bank, Luiz Carlos Trabuco Cappi encouraged participants to make contributions to the bank’s strategic plan, share ideas and perspectives, and provide solutions. He enabled the growth of market professionals who are all rounded and result oriented.
Luiz Carlos Trabuco Cappi facilitated the acquisition of HSBC Brazilian subsidiary for 5.2 billion dollars in 2015. The transaction, one of the largest in the country in the year, increased Bradesco’s dominance in private finance particularly among the affluent client base. Bradesco’s asset value rose by 15.9 % and reduced the asset gap between it and other players in the sector. The bank took over HSBC’s retail, asset management and insurance business units, branches and clients. Bradesco’s branch networks increased by 18%. Also, the acquisition was in line with the bank’s strategy to increase sales of personalized financial solutions to large corporations and wealthy individuals. According to Luiz Carlos Trabuco Cappi, the deal enabled the bank to achieve growth that was possible only after six years of organic growth. It would take the bank about three years to fully integrate the HSBC business units to their model.
The Money recognized Luiz Carlos Trabuco Cappi as the 2015 Entrepreneur of the Year in Finance. At one point, Luiz Carlos Trabuco Cappi was linked to the Finance Ministry position but declined the invitation offered by the President. He is optimistic about Bradesco’s performance in the future. The bank will continue to pursue growth strategies and improve internal performance as it aims to become a force to reckon within the market.
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