Bradesco is one of the most significant companies in the Brazilian financial industry as it deals some of the most massive financial operations in the country. The presidency of the company, therefore, comes with a lot of influence. With the age limit for its president being 65, it was necessary for Bradesco to find a successor for its then-president, Márcio Cypriano. Cypriano had improved Bradesco’s market value to USD30 billion from the previous USD5 billion, and therefore it was a huge shoe to fill for anyone chosen.
Luiz Carlos Trabuco Cappi was the man tasked with the job, making him the fourth president in the company’s history. Born in Marília, the birth city of the company, Luiz Carlos Trabuco Cappi attended and graduated from the University of Sao Paulo’s Faculty of Philosophy, Science, and Letters.
For around 40 years he was part of Bradesco, starting out as a clerk and later working in other vital areas such as marketing and pensions. At the time of his appointment, Luiz Carlos Trabuco Cappi was 57 years old and was already well known within the organization. His name was widely mentioned in the boardroom discussions to find a suitable replacement for the previous CEO. Luiz Carlos Trabuco Cappi previously served as the president of the Bradesco Group of Insurance and Pension Plans and vice president of the company. Under his leadership, the market share regarding premiums for the Bradesco insurance group grew from 23% to 25%, and the insurer’s profit contribution to the bank rose to 35% from the previous 26%. His role earned him two Insurance Personality of the Year Awards and also served in making him one of the most recognized figures in the Brazilian insurance industry.
As at March 2009, when Luiz Carlos Trabuco Cappi took over, Itaú Unibanco had overtaken Bradesco’s lead in the banking industry. The loss of the edge in the market did not sit well with the board as it was one of their key areas of interest. With a usd422 billion asset base, the company was usd150 billion behind its main competitor regarding assets, proving to be one of the challenges that Luiz Carlos Trabuco Cappi was to face as the company did not have many options to try to improve their position.
On taking the realms of the company, he declared that his focus would not be on the top position in the banking rankings. However, in August of 2015, he made a move considered one of the most daring in the history of the Bradesco bank by purchasing the Brazilian branch of HSBC. The transaction cost a total of US dollars 1.5 billion.
According to Luiz Carlos Trabuco Cappi, this move enabled them to achieve growth that would have otherwise taken them six years. The purchase closed the gap with its chief rival, Itaú Unibanco, and helped them to outperform Itaú regarding branch network, number of account holders and total investment funds. Thanks to this development, Luiz Carlos Trabuco Cappi was named MONEY’s Entrepreneur of the Year for 2015.
Upon occupying the position, Luiz Carlos Trabuco Cappi set out to establish leadership bands and communication with all executives within the bank. He created a corporate university which resulted in rituals that give autonomy to those promoted. He also encouraged hiring market professionals. His work routine includes arriving at the office at 7 am and leaving at 6 pm although he at times extends work to business dinners. With his work ethic and spirit, he is quickly gaining popularity, and most people see him as the best successor for Lázaro Brandã, chairman of the board.