Bradesco’s Phenomenal Chief Executive: Luiz Carlos Trabuco Cappi

Mr. Luiz Carlos Trabuco Cappi is the current CEO of Bradesco, Brazil’s largest insurance company. He ascended to the seat in the year 2003. Affectionately known for his sense of humor, soft-spokenness, and alluring smile, Trabuco fits the typical profile of a banker. He is married with three children and regarded as a simple and quiet man.

Trabuco holds extensive qualifications in accounting, economics, engineering, and management. He graduated with a postgraduate degree in Sociology and Politics from the School of Sociology and Politics, Sao Paulo. Luiz began his career at the bank in 1969 assuming various positions in his illustrious career. His first worked at Bradesco as a clerk in its Marilia agency, Bradesco’s first branch. Later, after two years, he moved to Sao Paulo where in 1984 he became a director of marketing. His career progression is crucial to understanding the progress and trajectory of the Brazilian insurance industry over the years.

Between 1992 and 1998, he was the executive director and president of Bradesco’s private pension company. In 2003, he assumed the present position as the insurer’s CEO. He was a member of the board of directors from 1999 to 2005. During 2007, Trabuco received the Year Insurance Personality award because of his efforts in spreading optimism within the insurance market for the second time. Known for his pragmatism and ability to apply banking knowledge to the insurance sector, Trabuco is a phenomenal executive in the industry.

With over 40 years experience at the company, Luiz has transformed Bradesco’s role and influence within the Brazilian economy. Under his tenure, the company doubled in size, increased its market share by 25% and net profits by 35%, thereby becoming Brazil’s largest insurer. This is an increase of 10% before Luiz Carlos Trabuco Cappi assuming the mantle of leadership in 2003. Political and business leaders highly regard Trabuco’s opinion.

As the fourth president of Bradesco, he identifies strongly with the insurer’s culture. Over his 40 years in the company, he has the requisite expertise and experience in strategic areas of the industry such as marketing and private pension.

His optimism of the sector’s future has earned him numerous accolades everywhere. In 2015, Trabuco was instrumental in Bradesco’s acquisition of HSBC’s Brazilian operations for $5.2 billion. With this acquisition, Bradesco reopened the fight for dominance in the private insurance sector. Accordingly, the company outperformed other major players in the number of account holders, total investment funds, and network branches. Bradesco also dominated competitors in areas of deposits, loans granted, and assets.

Luiz Carlos Trabuco Cappi is known for his devotion to the company. When President Dilma Rousseff tapped him for the Ministry of Finance, Trabuco politely declined, saying “I was born to work at Bradesco.” His routine demonstrates his devotion. Trabuco arrives at the bank at 7 am and works until 18 pm often extending his working hours via dinner engagements. Bradesco is fortunate to have this executive at its helm. As the market evolves, the bank faces many investment options to maintain its market dominance. Fortunately, having Trabuco will significantly alter the course of its activities for the better.

Lately, the bank has strengthened its position through several acquisitions. In this regard, his growth strategy involves the acquisition of several smaller banks. Under his tenure, it is expected the company’s driving motto will be “organic growth.” This will entail improving the company’s internal performance. Since 2009, the company has been acquiring more customers and is planning on opening 211 new branches. In contrast to his predecessor, Amador Aguiar motto of equal service to all, Trabuco is a supporter of segmentation. Today, Bradesco offers overdraft services for high net worth clients through its agency Bradesco Prime.

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