Bradesco’s president, Luiz Carlos Trabuco Cappi, was born in Marília, in 1951. He holds a bachelors degree in philosophy from the University of São Paulo and completed his postgraduate studies in socio-psychology at the School of Sociology and Politics of São Paulo. He has been an employee of the bank since 1969 when he started as a clerk at Marilia’s agency. The Executive deeply understands Bradesco’s culture as he has been through all the work hierarchy levels of the bank. In his experience working at Bradesco, he has been able to work in various important segments of the bank such as in insurance and marketing. His hard working nature saw him rise to the position of executive president of the bank’s insurance institution Bradesco Seguros in 2003.
During his reign as the president of Bradesco Seguros, Luiz Carlos Trabuco Cappi effected many positive changes that earned him recognition and the nomination by the chairperson of Bradesco’s board as the successor of the former CEO of the bank, Márcio Cypriano. One of his major achievements as president of the firm was that he increased the firm’s profit contribution to the bank by 9% from it 26% initially to 35%, he also raised its market share by 2%. Additionally, Luiz Carlos Trabuco Cappi made several renovations to the firm’s leadership and challenged those who were placed in those positions to uphold the company’s image and develop policies that would support the firm’s development. He also advocated for the employment and allocation of duties according to one’s profession.
Luiz Carlos Trabuco Cappi assumed the position of CEO of Bradesco bank in March 2009 under unfavorable economic conditions as the Bank had lost its top position and had come second to Itaú Unibanco. The company had a deficit of about R $ 150 billion in assets as compared to its rival. Although acquisition of smaller institution was the shorter course to bridge the gap, the market scenario, which was then characterized by scarcity of goods acquisitions, made the bank resort to organic growth and expansion by improving internal performance and lowering lending rates to attract more clients. The bank’s lead loss and unfavorable financial environments were anticipated to bring about decreases in the Bank’s profitability. This situation severely affected Bradesco’s board.
After careful deliberation, and consulting with the board, the CEO made the most daring business move by investing US $ 5.2 billion to the purchase of the Brazilian HSBC branch. This purchase enabled the rapid expansion of the Bradesco bank and significantly increased the Banks assets placing it at a strategic position to compete to regain the lead in the private sector. The CEO expressed great confidence at the time of purchase that acquisition would enable Bradesco to achieve at once the growth and expansion it would have it taken six years to achieve. This bold business move saw Luiz Carlos Trabuco Cappi’s selection for the Entrepreneur of the Year in Finance title by Dinheiro in 2015.
Luiz Carlos Trabuco Cappi expresses great confidence and optimism about the future of the insurance market in Brazil. His positivism in the market has earned him the award for Insurance Personality of the Year in two different years; 2003 and 2007. His character has also seen his nomination by President Dilma Rousseff as a minister of finance, an invitation that he politely declined to continue working for the bank. The CEO’s positivism also saw him graduate in philosophy from the University of São Paulo and earned him the title of the great protagonist in the election of Christ the Redeemer as part of the modern world’s seven wonders. His persistence and accomplishments have received praise from the Brazilian citizens as well as the rest of the world. Throughout his administration, Luiz Carlos Trabuco Cappi has continued to make invaluable contributions to the bank and the entire insurance segment in Brazil.
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