It is quite uncommon to hear of an individual who has spent close to five decades at one place of employment. However, that is the exact case for current Bradesco president, Luiz Carlos Trabuco Cappi. Having joined Bradesco at the age of 18, he has gone on to hold some highly lucrative positions at the bank.
Luiz Carlos Trabuco Cappi’s academic background is in the field of sociology. He currently holds two degrees: a bachelor’s degree from the University of Sao Paulo and a master’s degree in socio-psychology from the Foundation School of Sociology and Politics, Sao Paulo. Despite this background not being related to banking, he is today widely acknowledged as one of the best bankers in the country.
For eight years, starting in 1984, Luiz Carlos Trabuco Cappi served as the marketing director of Bradesco. Aged only 33 at the time, he was among the youngest department directors the bank had ever had. His greatest accomplishment during his tenure was making the Bradesco brand more famous among the masses by improving the bank’s relations with the media. The move was critical as it coincided with efforts to advance the bank technologically. Consequently, members of the public got duly informed of how the bank was differentiating itself from the competition using technology. This strategy paid off greatly for the bank as customer numbers soared.
President of Bradesco Seguros
About a decade after completing his tenure as marketing director, Luiz Carlos Trabuco Cappi was promoted to become the president of the leading subsidiary under the Bradesco brand, Bradesco Seguros. He was not entirely new to the insurance industry as he had been the company’s executive vice president from 1999 to when he assumed the bigger post in 2003. When Luiz Carlos Trabuco Cappi took over, he found an insurance industry that was not as mature as the country’s banking industry. The industry was marked by many players all haggling for the millions of potential clients in the South American nation. Consequently, while Bradesco Seguros was the leading player in the industry, its position was not secure.
Luiz Carlos Trabuco Cappi’s first piece of business after assuming leadership at Bradesco Seguros was expanding its broker network. This allowed the company to get ahead of its competition when it came to pushing insurance products – the result of which was Bradesco Seguros growing its market share from 23 percent in 2003 to 25 percent in 2008. In the same duration of time, the company doubled in size, making it the undisputed market leader.
President of Bradesco
Since March 2009, Luiz Carlos Trabuco Cappi has been serving as the president of the Bradesco group. He joined the bank at a turbulent time, with Bradesco just having lost the number one spot among private banks in the country. Fortunately, his appointment was just the stabilization that the bank required. He has over the last eight years applied a combination of acquisitions and organic growth to claw back the lead established by its slightly bigger competitor, Itau Unibanco. Consequently, whoever takes over from him has a realistic chance of making the Bradesco the largest bank in its segment again.
Executive Vice chairman of Bradesco
In 2014, Luiz Carlos Trabuco Cappi also had the role of executive vice chairman added to his list of responsibilities. This made him the second highest ranking individual at the bank, only after its long-time chairman of the board, Lazaro Brandao. With Mr. Brandao well advanced in age, many in the industry interpreted Luiz Carlos Trabuco Cappi’s promotion as an undertaking to prepare him for the role of Board chairman once Mr. Brandao vacates the seat.