Being a company president is not an easy task. It is a position that comes with many responsibilities. One is expected to consistently balance the competing needs of employees, customers, and shareholder. In the banking industry, the list of stakeholders one is supposed to keep happy is even bigger, with the government being a particularly important consideration. As such, making the right leadership decision is essential to the survival and growth of every bank. With the appointment of Luiz Carlos Trabuco Cappi as President in 2009, Brazilian bank Bradesco proved that it was, in fact, aware of the importance of competent leadership. Since being appointed to the position close to eight years ago, Luiz Carlos Trabuco Cappi has consistently proved his doubters wrong and taken Bradesco even higher in the Brazilian private banking scene.
Luiz Carlos Trabuco Cappi has been one of Bradesco’s longest serving employees. He first joined the company a green Sao Paulo University philosophy graduate in 1969. His first position at the bank was that of a clerk. Despite his lack of a business academic background, he quickly found his feet at the bank and adequately impressed his superiors in less than two years prompting a promotion to the organization’s headquarters in Sao Paulo. Over the course of the next three decades, he got to work in various categories of banking, handing him experience that would significantly come in hand later on in his career. By 1999 he was already pitted by some industry observers to take over as the bank’s next CEO. At only 47, however, he was deemed too young and with the board ultimately settling for the much more experienced Marcio Cypriano.
In 2003, Luiz Carlos Trabuco Cappi was named the president of Bradesco Seguros, the insurance subsidiary of Bradesco. With a market share of approximately 25% of all premiums in the market, Luiz Carlos Trabuco Cappi found the company at a fairly stable but average position in the market. In six short years, he made the insurer the largest in the country by growing its market share to 28% of all premiums in the market. Additionally, he also grew the proportional contribution of the insurer to the bank’s overall income to 35%. It was at this point that many started noting the similarities in Luiz Carlos Trabuco Cappi’s leadership style to that of the bank’s president, Cypriano. Both preferred to go about their work quietly and enjoyed mentoring others to take up leadership positions in the future. Consequently, when Cypriano hit the company’s mandatory retirement age of 65, many saw Luiz Carlos Trabuco Cappi as the only natural option to take over.
Luiz Carlos Trabuco Cappi became the president of Bradesco in March 2009. Having been with the company for four decades, he did not need a lot of time settling in. He had a full plate on his hands from the very first day as Brazil was caught up in the global financial crisis, and competitor Itau Unibanco was considerably growing in influence. He was, however, able to stabilize and even grow the bank during the turbulent period. Under his leadership, the bank has continued to expand through a combination of smart acquisitions and organic growth. Many in the industry lauded the bank’s 2015 acquisition of HSBC Brazil for $5.2 billion for saving considerably on the time needed to achieve the same level of growth organically.
A rarity among top business executives, Luiz Carlos Trabuco Cappi is a soft-spoken individual with a great sense of humor. Away from work, he prefers to keep a low profile, often spending time with his family.