Luiz Carlos Trabuco Cappi- The Man Who Helped Bradesco Conquer The Brazilian Banking Sector

Luiz Carlos Trabuco Cappi is a popular Brazilian sociologist and a skilled business leader. He is the fourth President of Bradesco, one of the top banking institutions in Brazil. He controls a team that is responsible for almost 40% of Bradesco’s earnings. So great are his achievements that he was invited by President Dilma Rousseff to take over the Ministry of Finance. Although he did not accept this appointment, the invitation shows how influential he is in the Brazilian financial sector.

March 2009

Luiz Carlos was appointed as President of Bradesco in March 2009 after the former President, Marcio Cyriono, retired. Luiz had some big shoes to fill because Marcio had come up with effective banking innovations that not only molded Bradesco into a future-ready institution but also helped the bank multiply its market value to a tune of 30 billion. It had become the largest private bank in Brazil. Unfortunately, however, at the beginning of 2009, the same year Cyriono left, Bradesco lost its position as the biggest and the most innovative private in Brazil. The first position was taken over by Itau Unibanco, a new banking institution that was formed after Unibanco, Bradesco’s longtime competitor, merged with Itau.

The Effects Of The Merging

Itau Unibanco not only took Bradesco’s position in terms of size and customer base but also managed to surpass The Bank of Brazil in terms of assets, something that financial experts previously thought was impossible. The new bank disrupted the entire Brazilian financial sector. Being at the top of the banking sector was something that had always been seen as a matter of honor at Bradesco, and everyone wanted something to be done so that the bank could regain its position. All wanted Luiz Carlos to focus on coming up with a strategy that could help Bradesco crash Itau Unibanco. But Luiz decided to concentrate on improving customer satisfaction. According to him, coming up with plans to improve customer experience and expand Bradesco’s client-base was more important than fighting for the first position.

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Luiz Carlos Trabuco Cappi’s Strategy Worked

Luiz’s decision to focus on his clients paid off. Soon, Bradesco was able to able to expand its products beyond financial services and even penetrated more regions thanks to Luiz’s strategies. The exceptional leader also came up with a platform that introduced a centralized decision-making system into the bank. The platform brought all the bank’s executives together and encouraged collaboration in the bank. Owing to the platform, the team at Bradesco was able to come up with substantial solutions that promised to propel the bank to new echelons.

To make Bradesco’s executives feel like they were part of the bank’s success, Luiz introduced a policy that allowed the executives to run their branches without much influence from the Head office. This plan not only improved productivity but also enabled Luiz to manage the bank smoothly.

Luiz Goes After Itau Unibanco

After establishing stable foundations and strategies that would enable his bank to survive in any situation, Luiz was now ready to crash Itau Unibanco. With the approval of the Board’s Chair, Trabuco took $5.2 billion and bought the Brazilian branch of HSBC. The acquisition tripled his bank’s market share, enabling it to regain its first position.

Education And Career

Born on October 6, 1951, Luiz went to The University of Sao Paulo, where receive his Bachelor’s degree in Philosophy. After University, when he was 18, Luiz Carlos Trabuco Cappi joined the team at Bradesco and served as a Clerk. He was then elected as a Director in 1984. In 1999, he was appointed as the bank’s Vice President, a potion he held until 2009. In March 2009, he took over as the President of the bank.

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