Luiz Carlos Trabuco Cappi; The Man Behind Bradesco Market Rank

Luiz Carlos Trabuco Cappi is currently the fourth and reigning President of Bradesco, the number one bank in Brazil. Mr. Trabuco has been working at Bradesco Company for nearly five decades now, and the entire time he has applied the banking criteria to insurance since he firmly believes in the sale of insurance via the broker channel.

Mr. Trabuco is not your typical banker who are graduates of courses like economics, engineering, administration, and accounting. Luiz Carlos Trabuco Cappi holds a philosophy degree from the University of São Paulo and a master’s degree in sociopsychology from the School of Sociology and Politics of São Paulo.

Mr. Trabuco’s joined Bradesco in 1969 working as a clerk at the agency based in his hometown, Marília. After two years, Luiz was relocated to work at the bank’s head offices located in São Paulo. He continued working his way up and was promoted to the director of marketing in 1984. During his regime as the director of commercialization, Luiz managed to modernize the firm’s public image and openness to media which until that time was averse to reporters.

Later on, Luiz Carlos Trabuco Cappi became the director and president of Bradesco private pension firm between the periods 1992 to1998. Later on, Luiz was named the Executive Vice President in 1999, and in 2009 he became the President of Bradesco to date. Mr. Trabuco track record at the group insurer at the beginning of 2003 was the main reason he was elected the president of Bradesco. This is partly because under his supervision the insurance firm doubles up in size becoming the largest company in Latin America with a 25% market share and an augmented net income of 35% which was ten points percentage more before his takeover in 2009.

Luiz Carlos Trabuco Cappi combines wisdom, persistence, and hard work to achieve results and by so doing he managed to restore Bradesco rank as the number one Insurance Corporation in Brazil.

Maintaining its leadership position in the industry was a matter of honor at the corporation and losing this rank had presented adverse effects on its board membership. However, in an interview at the time, Mr. Trabuco clarified that leadership on its own was not the goal as the ultimate objective was to offer the best services to the clients it served.

Luiz Carlos Trabuco Cappi made his boldest move after getting approved by the chairman of the Board to purchase the Brazilian division of HSBC for $5.2 billion, the biggest business in the country in 2015. After that acquisition, Luiz sort to reopen the fight for leadership with the private sector by virtue of a simple sum of the two companies market shares. This made Bradesco overtake Itau Unibanco in three areas including the number of account holders, branch network, and total investment funds. Moreover, it closed in on the competitor deposits, loans granted and assets. This increased Bradesco market share from 23% to 25% of total premiums and profits from 26% t0 35%.

During a press release at the time of purchase, Trabuco explained to MONEY that the idea to acquire HSBC enabled Bradesco to conquer what it would take it six years to achieve through organic growth. Because of his profound wisdom, Luiz Carlos Trabuco Cappi was named the Entrepreneur of the Year in the 2015 Finance by Money. Other awards received by Mr. Trabuco include being named the Insurance Personality of the Year two times in a row for spreading positivism in the industry.

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