Luiz Carlos Trabuco Cappi is the President of Bradesco, which is one of the largest private banks in Brazil. He started working for the Bradesco as a clerk 40 years ago and has climbed the career ladder over time to become the CEO. According to financial market executives and Bradesco, Luiz Carlos Trabuco Cappi was the most preferred candidate to succeed Marcio Cypriano as the President of Bradesco. The reputable bank valued renewal and continuity in the job market, and after consultation, Luiz Carlos Trabuco Cappi emerged as a perfect match for the involving job.
Luiz Carlos was the Chairman of the Bradesco Insurance, the biggest in the country since 2003. He combined persistence and wisdom to produce admirable results. Luiz received the Insurance Personality of the Year Award in 2007 for his hard work and success in insurance marketing. During this period, Luiz Carlos Trabuco Cappi had a wide experience in the banking industry that he used in marketing insurance via broker channel. He is optimistic and believes that insurance and banking are important in sustaining social welfare. He was convinced that with the country in evolution insurance was becoming more urgent and necessary.
It was through Cappi’s positivism that he graduated with a degree in Philosophy from the University of São Paulo (USP). He was excited about breaking new borders. When he joined the business world, he wanted to effect change and wished the government would finally acknowledge the importance of insurance to the modern society. Luiz also served as the Head of Fenasaude, a council member of Fenaseg, and the Vice President of the Institute for Supplementary Health Studies (IESS). He also served as the President of the National Financial Marketing Commission of Febraban (Brazilian Federation of Bank Associations), Bradesco Vida e Previdência SA, NAPP (National Association of Private Pensions) and the International Association of Economic Studies of Insurance in Geneva. As the Chairman of Insurance Department, Luiz Carlos Trabuco Cappi was in charge of about 40% of Bradesco private bank earnings. Therefore, he was appointed to participate largely in the development of the insurance market.
Unfortunately, when Luiz Carlos Trabuco Cappi became the President of Bradesco in 2009, the bank lost its first position among private banks to its competitor Itaú Unibanco. Though this was quite a challenge, Luiz was not ready to give up. He was determined to take back Bradesco to its top position. Luiz acknowledged that being the best or retaining the first position was not the main goal and focused on serving the society. However, Luiz Carlos Trabuco Cappi took a bold step to enlarge Bradesco. Later, he purchased HSBC Brazilian branch for $ 5.2 billion with the approval of the Chair of the Board, Lázaro Brandão. This move brought back Bradesco at the top of the private banks’ list in the country. Sum of Bradesco and HSBC market share was approximately three times that of Banco de Deus bank in Osasco. The bank performed better through more number of account holders, larger branch network, and total investment funds. It had more assets, loan granted, and deposits.
The purchase of HSBC made Bradesco achieve what would have taken approximately six years to achieve via organic growth. For this reason, Luiz Carlos Trabuco Cappi was awarded by MONEY as the Entrepreneur of the Year in Finance. The executive who knew Luiz Carlos Trabuco Cappi well said that he was born to work for Bradesco bank. In fact, his name was strong enough to succeed Lázaro Brandão who was perceived as the soul of Bradesco. Through his optimistic and persistent spirit, Luiz Carlos was able to restore what Bradesco had lost.