Luiz Carlos Trabuco Cappi is the influential CEO at Bradesco which is a large Brazilian banking firm whose resources are extensive. They play a vital role in the national economy and in Latin America as well and their resources can be instrumental in getting large financial projects off the ground. Trabuco, as he is known nationally, has served in this role since he was appointed in 2009 after the term of Márcio Cypriano. He has arrived at this position after spending decades acquiring experience at many important divisions in the bank.
The tenure of Trabuco as their CEO has been noteworthy because of his emphasis on organic growth. His predecessor had made many acquisitions, which helped Bradesco grow substantially along those lines. After these purchases and in the midst of financial weakness, Trabuco determined that organic growth would be the best path forward and this enabled them to consolidate and nurture the acquisitions. Bradesco has added more than 7 million new accounts during his time as their CEO and he is adept at leading them to this considerable level of growth.
Trabuco took the reins of leadership during a soft economic time, which resulted from the Great Financial Crisis. Financial weakness and instability had spread across the globe and all markets were affected by it. He was able to bring Bradesco safely through these difficulties which gave them stability and a foundation from which to start growing again when conditions improved.
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Luiz Carlos Trabuco Cappi led the Insurance division of the bank, which is called Bradesco Seguros from 2003-2009. Under his leadership, the insurance business enjoyed extraordinary success as they doubled in size and became a primary driver of the company’s prosperity. For his role, Trabuco was named as the Insurance Personality of the Year twice.
Trabuco was a tremendous advocate for the role of insurance in society and he considered it to be an extension of the state and crucial to the maintenance of the social welfare. In light of his outstanding leadership and performance at Bradesco Seguros, he was mentioned as a potential successor to Cypriano when his term as CEO was up. Many banking executives at Bradesco and other financial institutions agreed that he would be an excellent choice with his deep understanding of Bradesco’s culture. In 2009 he was appointed to the job and continues to this day.
Acquisitions haven’t been the main avenue of growth during Trabuco’s tenure as CEO, however, he certainly wasn’t opposed to them if the circumstances were right and made sense. With this in mind, in 2015 Trabuco was the catalyst behind a mega-deal which saw Bradesco acquire the Brazilian branch of HSBC for US $ 5.2 billion. It was the largest deal of its kind that year and Trabuco was named as the Entrepreneur of the Year in Finance by Isto É Dinheiro Magazine. This bold stroke added the equivalent of six years of organic growth to Bradesco and once again made them competitive for market leadership in the private sector.
Innovation has also been a hallmark of Luiz Carlos Trabuco Cappi’s time spent leading different divisions at Bradesco. He initiated an important reform when he was the head of marketing which modernized their operations and communications. For the first time in the company’s history, they established a relationship with the media which gave them exposure and publicity in the public’s eye.
The establishment of a corporate university called Unibrad was another of Trabuco’s innovations that strengthened the leadership training at Bradesco. Qualified candidates were promoted and given a greater voice in the company. The program has won a prestigious honor from GlobalCCU Awards who named them the best corporate university in the world.