Bank Expert Archive

The Indomitable Luiz Carlos Trabuco Cappi

Luiz Carlos Trabuco Cappi also goes by the names Luiz Carlos Trabuco, and Trabuco Bradesco. Whichever name you prefer to call him, Luiz Carlos was the former CEO of Banco Bradesco SA, one of the biggest banks in Brazil. The bank’s former president, Mr. Lazaro Brandao, abdicated his seat in October 2017 and Luiz Carlos stepped up to replace him. Mr. Brandao built a name for himself in the industry having served as the bank’s president since 1990 and eventually retiring at 91. Mr. Trabuco Cappi had big shoes to fill once he assumed the president’s role.

Luiz Carlos Trabuco Cappi joined the Banco Bradesco’s management team in 2009 serving as CEO. Prior to this, Trabuco served in several capacities at the bank going as far back as 1969 when he was first hired as a teller at the Marilia branch. In 1984, he was promoted to Director of Marketing where his integral role was designing how the bank interacted with clients. Under his leadership, the bank started segmenting and targeting its customer base to optimize service delivery and maximize profit margins. Soon after, other players in the banking industry and beyond followed suit.

Read more: Bradesco anuncia substituto de Trabuco

At one point, Trabuco Cappi sat at the helm of Bradesco Seguros, the bank’s insurance arm. In this role, he managed to grow the customer base from 23% to 25% which is an incredible feat considering that Brazil is ranked as the 5th most populous nation the world over.

Before launching an immensely triumphant career, Luiz Carlos Trabuco Cappi obtained a Bachelor’s degree in philosophy from the University of Sao Paulo. He then proceeded on to the School of Sociology and Politics of Sao Paulo where he earned a postgraduate degree in socio-psychology. His choice of university courses would later become instrumental in guiding him throughout his career trajectory.

Aside from his decorated career, Luiz Carlos Trabuco Cappi remains one of the most highly paid banking executives in Brazil. He spearheaded the acquisition of HSBC Bank of Brazil, thus expanding the Banco Bradesco’s footprint and becoming par with its industry challenger Itau Unibanco. Subsequently, Luiz garnered the coveted Entrepreneur of the Year award in 2017.

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“Through Persistence Great Things Are Possible”

“Through persistence great things are possible”, Luiz Carlos Trabuco Cappi. Coming from a man who started his career after earning a degree in philosophy from the University Of Sao Paulo (USP). The married man and father of three has had decorated professional career, and its really hard to believe what he went on to accomplish after an academic genesis in philosophy.

Luiz Carlos Trabuco Cappi started his banking and financial path as a bank clerk at Bradesco, in his hometown of Marilia in 1969. Soaking up knowledge like a dry sponge, Luiz Carlos Trabuco Cappi moved to Sao Paulo in 1971 and was promoted to the Director of Marketing in 1984. As the Director of Marketing, Luiz Carlos Trabuco Cappi was responsible for modernizing Bradesco’s public relations. Luiz Carlos Trabuco Cappi focused on building good relationships with the press, and projecting Bradesco as an open and transparent company. This move to project more openness helped propel Bradesco to one of the biggest and most successful financial institutions in Brazil.

From 1992-1998, Luiz Carlos Trabuco Cappi, was Bradesco’s Executive Director and President of the Pension Division. Mr. Trabuco Cappi would see himself become the Vice President of the company in 1999, he would serve as the Chief Executive from 1999 until 2005. Luiz Carlos Trabuco Cappi would rise to be President of Bradesco in 2003. Luiz Carlos Trabuco Cappi would lead Bradesco to gain 10% in net income. Luiz Carlos Trabuco Cappi is also a member of Bradesco’s Board of Directors.

Read more: O Bradesco, de Brandão a Trabuco

During the election of the New Seven Wonders of the World, Luiz Carlos Trabuco Cappi played a crucial part in helping the Christ the Redeemer Statue make the list according to The structures on the list are based on votes, and Luiz Carlos Trabuco Cappi coined the slogan of “Vote for Christ”. This slogan was genius, because it acted as a catchy phrase, which was very easy to remember, and was used to spread the word of the need for votes. Luiz Carlos Trabuco Cappi, efforts proved to be successful as Rio de Janeiro’s Christ the Redeemer made the list of the New Seven Wonders of the World.

Luiz Carlos Trabuco Cappi’s passion to promote to the public and government officials, the important role insurance plays in the maintenance of social welfare, and should be viewed as an extension of State.

Luiz Carlos Trabuco Cappi is also the leader of FenaSaude (National Federation of Supplementary Health), and the National Financial Marketing Commission of Febraban. Febraban is the Brazilian Federation of Banks. The Federation of Brazilian Banks was founded in 1967, and is a group comprised of 119 private banks, that account for 95% of total assets in the system as of 2005. Mr. Trabuco Cappi is also a council member of a national federation of private insurance companies, Fenaseg. Fenaseg was founded in 1951 and became official in 1953 after the Ministry of Labor recognition. Luiz Carlos Trabuco Cappi is also the Vice President of the IESS, Institute for Supplemental Health Studies.

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