Luiz Carlos Trabuco Cappis Business Acumen

When Luiz Carlos Trabuco Cappi gained presidency at Bradesco March 2009, they had lost their lead against their longtime rival Unibanco. Tentatively, Luiz ruled out running for first place in banking classes. “Leadership by itself isn’t a goal,” he said in an interview at the time. “Our goals are doing the best jobs in the places that we serve.” However, in August, Luiz Carlos Trabuco Cappi did a bold thing.

With the approval of Lázaro Brandão, Chairman of this Board, he bought the Brazilian branch of HSBC for US $ 5.2 billion, in the largest business in Brazil in 2015. With the acquisition, Bradesco reopens the fight for leadership in the private segment. Bradesco became the second largest bank in Brazil. A simple sum of the market shares of Bradesco and HSBC makes Banco de Deus bank in Osasco outperform Itaú Unibanco in three items: branch network, number of account holders and total investment funds. In another three, it is close to the rival: assets, deposits and loans granted.

Born in Marília, in 1951, the city of Bradesco origin, Luiz Carlos Trabuco Cappi graduated from the Faculty at Philosophy, Science and Letters of the University at São Paulo.

Read more: O Brasil é o melhor ativo que o mundo tem para investir, diz Trabuco

The executive began working at the bank in 1969 as bank clerk. As usual at the institution, he went through all hierarchy levels. But he managed to take over the presidency for his work at Bradesco Seguros, which he ran from 2003 to 2009. This area has contributed about 30% of Bradesco’s profit to date. As soon as he sat down in his chair, Trabuco created a corporate university and began to seek the renewal of leadership cadres, talking to executives from all levels of the bank.

To account for this, it established rituals to give autonomy to those who were promoted. Those who ascended were gathered in the Noble Hall, the most solemn of the bank, used for shareholders’ meetings. Every word was opened. One sign of the renovation promoted by Trabuco is the search for market professionals.

An example is Renato Ejnisman, responsible executive director Bradesco BBI, who has served on Bank of America and BankBoston. Of simple habits, Trabuco arrives at the bank at around 7 o’clock in the morning. He works until 6:00 p.m., but in general, he extends his work at business dinners. Earlier in the year, his name was considered to take over the Ministry of Finance. He did not accept the invitation of President Dilma Rousseff. “Trabuco was born to work for Bradesco,” says an executive who knows him well. In fact: his name is the strongest to succeed Lázaro Brandão, seen by all as the soul of the bank.

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