If you are a keen follower of Brazil’s banking world, you may have heard of Luiz Carlos Trabuco Cappi. Who is he? Luiz is the current President of Bradesco, a bank that prides itself as the best financial institution in Brazil. Apart from being the President of the largest bank in Brazil, Luiz is also a renowned businessman, a skilled leader, and sought-after international speaker. In 2009, Luiz assumed the role of the President of Bradesco after Marcio Cyriono, the former President retired. Marcio is said to be the man who shaped the bank to what it is today. During his stint in the company, Marcio came up with effective strategies and banking innovations that helped increase Bradesco’s value from $5 billion to $30 billion. Amazing, right?
However, in 2009, the same year Marcio retired, the bank lost its position as the biggest banking institution in Brazil to its longest rival, Unibanco. How did that happen? Unibanco merged with Itau on November 4, 2008, to create Itau Unibanco, which had a huge market share that stole the glory from Bradesco. Asked about his plan to help his bank get back its position, Luiz insisted that he was more in interested in expanding Bradesco’s client base than going for the first position. Luiz focused on improving customer experience. He came up with innovative strategies that changed the meaning of banking in Brazil. Soon, the bank’s client base expanded and it started to penetrate more regions both locally and internationally.
Having been in the banking sector for years, Luiz knew the importance of teamwork. During his first year as the President, Luiz introduced a platform that promised to bring together Bradesco’s management circle, which had been dispersed for many years. The platform brought together all Bradesco’s executives from all levels, and this helped centralize all bank’s decision. The approach was quite effective, and it enabled the bank to expand its products and services beyond banking and financial services. The move also enabled the bank to penetrate more regions. Carlos also gave the administrators the liberty to manage their individual branches without influence from the bank’s head office in Osasco, Sao Paulo, Brazil. Managers started to work harder because they felt they were part of the bank.
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Bradesco Regains Its Position
Through the effective leadership of Luiz Trabuco, Bradesco became an indomitable force in Brazil’s banking sector. But Luiz was just getting started. In 2015, the exceptional leader made a bold move that promised to make his company a global powerhouse. With the approval of Lazaro Brandao, Luiz bought the Brazilian branch of HSBC for $5 billion. The acquisition was huge and was ranked among the largest acquisitions in Brazil that year. The two companies, Bradesco and the Brazilian branch of HSBC, had a combined market share that was three times that of Itau Unibanco. Bradesco got its first position back and was now stronger than ever.
Education And Career
Born in Marilia, October 9, 1951, Luiz Carlos went to the University of Sao Paulo, where he graduated with a Bachelor’s degree in Philosophy. After graduating, Luiz joined the team at Bradesco and severed as a clerk. Thanks to his skills, Luiz was later elected as a Director, a position he held from 1984 to 1999. He was then appointed as Bradesco’s Vice President in the summer of 1999. As Vice President, Luiz worked alongside Marcio Cyriono and established foundations and strategies that made Bradesco future-ready. The two leaders said to be the masterminds behind 30% of Bradesco’s successes to date.
In the summer of 2009, Luiz was appointed as President and became that fourth President of the bank. Luiz is ranked among the highest-paid executives in Brazil with a compensation package of more than $1million per month. However, despite being among the richest in Brazil, Luiz leads a simple life and give huge amounts of money to charitable organizations.