Luiz Carlos Trabuco Cappi is one of the most influential Brazilians in the country’s banking sector in virtue of being the CEO of Bradesco which has cemented its position among the leading banks in Brazil. In fact, Bradesco is the second largest private bank in Brazil after Itaú Unibanco which took the lead from Bradesco in 2009; the year that Luiz Carlos Trabuco Cappi assumed office.
When Luiz Carlos Trabuco Cappi took control of the Osasco headquartered bank, he ruled out competition with Itaú Unibanco (or any other worthy competitor) for the first position in the private banks segment. Luiz Carlos Trabuco Cappi vowed to institute changes that would improve the internal structures of Bradesco. He insisted on diversifying the company’s leadership by bringing in experienced professionals from Bradesco’s competitors or other related firms. An example is Renato Ejnisman, a seasoned professional who previously worked at Bank of America and BankBoston. According to Luiz Carlos Trabuco Cappi, such professionals would revamp Bradesco with fresh ideas and leadership styles.
Luiz Carlos Trabuco Cappi’s desire to improve Bradesco’s workforce never ceased at poaching leaders from competing institutions as he went ahead to establish Unibrad Corporate University. The university would provide personalized attention to all Bradesco’s staff including the members of the management team with the aim of inspiring employees to output desirable results. So far, Unibrad has achieved its mission; this year, the GlobalCCU Awards gifted the corporate university with the title, “Best Corporate University in the World.”
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Although Luiz Carlos Trabuco Cappi had ruled out competition with Itaú Unibanco, in 2015, the executive committed Bradesco in a move that pundits speculated that it gestured a fresh battle with its rival. Luiz Carlos Trabuco Cappi with the blessings of the board’s chairman, Lázaro Brandão would spearhead the purchase of the Brazilian branch of HSBC for a whopping $5.2 billion. The announcement especially the colossal figure associated with the transaction took the country by storm; it became known as the most significant transaction in the country that year.
Luiz Carlos Trabuco Cappi, just like his predecessor Márcio Cypriano, favors growth and expansion. According to him, the purchase of HSBC Brazil would grant Bradesco, at once, what it would have achieved in six years of organic growth. True to his assertion, Bradesco immediately outperformed its competitor in specific areas. The acquisition would make Bradesco more superior to Itaú Unibanco in the size of branch networks, number of account holders, and total invested capital. While the bank would still be number two with regards to assets, deposits from account holders, and loans granted to borrowers, it would have moved closer to its rival regarding the mentioned aspects.
During his career which spans 48 years, Luiz Carlos Trabuco Cappi has been nominated for various awards and titles. Last year he was on Forbes Magazine’s list of “Best CEOs in Brazil.” In 2015, when he had spearheaded the purchase of HSBC Brazil, Isto É Dinheiro Magazine named him the “Entrepreneur of the Year,’’ in the finance category. Luiz Carlos Trabuco Cappi won the Don Quixote Trophy in 2009. Other titles that have been bestowed on him include “Insurance Personal of the Year” (twice), “Business Personality of Insurance,” “Sectoral Business Leader,” and “Business Personality of Insurance’’ among other titles.
Luiz Carlos Trabuco Cappi and Amador Aguiar, the founder of Bradesco and the first CEO of the group, have striking similarities. Both hail from Marília and their leadership styles closely resemble. However, unlike his idol who valued equal service to all clients, Luiz Carlos Trabuco Cappi is a proponent of segmentation with services such as Bradesco Prime to serve-high income clients.
Learn more about Luiz Carlos Trabuco Cappi: https://www.youtube.com/watch?v=2rHJJsoj7XQ