Luiz Carlos Trabuco: Steering Bradesco Towards Market Dominance

When Dinheiro honored Luiz Carlos Trabuco Cappi with the coveted 2015 Entrepreneur of the Year in the Finance category, it paid tribute to his excellent track record since taking over Bradesco’s leadership as its president in 2009. It added to his bludgeoning list of industry honors he has won since joining the bank with a rich history of excellent service delivery in the Brazilian banking sector and the Latin America’s insurance industry. In 2003 and 2007, he won the Insurance Personality of the Year Awards while at the helm of Bradesco Seguros; a subsidiary of Bradesco specializing in insurance and pension services in Brazil and Latin America region.

It is his excellent operational and financial track record at Bradesco Seguros that played a critical role in his appointment to head Bradesco. His tenure at the head of the Rio de Janeiro-headquartered insurance company was marked by an increase in the company’s market share, which rose to 25 percent throughout Brazil and Latin America. Bradesco Seguros contributes a staggering 35 percent of Bradesco’s net profit, which marks a 9 percent increase. The company’s value has also increased two folds.

Career and Education Background

Luiz Carlos Trabuco Cappi is a Bradesco veteran who has spent the whole his professional career at the company and its subsidiaries and branches. He first joined the company in 1969 following his appointment as a clerk at Bradesco’s Marília agency. He was later promoted and moved from his hometown to Sao Paulo in 1971. At the company’s headquarters, he continued to work his way through the company’s ranks and was appointed the company’s marketing director in 1984 where he was instrumental in improving Bradesco’s publicity initiatives and relationship with the Brazilian media.

He stormed to prominence in the Brazilian corporate sector and within Bradesco in 1992 when he was moved to Bradesco’s pension subsidiary to serve as its executive director and president up to 1998. His star continued to shine bright in Bradesco following his promotion to serve as Bradesco Seguros’s vice president in 1999. His excellent management skills saw him rise to the Rio de Janeiro-based insurance company’s presidency in 2003. Luiz Carlos Trabuco Cappi’s track record is founded on his solid academic background having graduated from the University of São Paulo with Bachelor of Arts degree in Philosophy. He attended São Paulo School of Sociology and Politics for his postgraduate studies in sociopsychology.

Taking over Bradesco’s Presidency

Bradesco was founded over six decades ago. For several years, it occupied the enviable position of being Brazil’s leading privately held owned bank in terms of market share and asset value. Its success has been hinged on several pillars including hiring some of the best industry talents. Since taking over the presidency of the bank, Mr. Trabuco has adopted a different strategy when it comes to acquiring these talents. He has established a corporate university to mentor the bank’s future leaders with the view of promoting continuity and renewal at the Amador Aguiar-founded company. It is the same philosophy of continuity that saw him rise through the company’s ranks to become its vice president and then president.

Overcoming the Odds from Day One

The 2015 award he won betrays the precarious situation Bradesco was facing while he was taking over its presidency. Brazilian economy was in turmoil, which negatively affected the bank’s ability to continue with Luiz Carlos Trabuco Cappi’s predecessor’s policy of acquiring new banks to increase Bradesco’s asset value and operations. Consequently, it lost its number one position to its competitor. However, Mr. Trabuco’s overcame the challenges he faced from day one in his new office through suave management strategies. He first set out to promote internal growth by opening of hundreds of new branches before increasing asset value, market share and presence by acquiring HSBC’s operations in Brazil for $5.2 billion.

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