Brazilian Luiz Carlos Trabuco Cappi was named Entrepreneur of the Year 2015 by Money Magazine for good reason. When he was awarded the presidency of Bradesco Bank in 2009, only its 4th president in 65 years of operation, the company had recently lost its lead position in the Brazilian banking sector. Rival Unibanco was rapidly expanding and global markets were in freefall.
He was a man of modest beginnings, born in Marília, coincidently the birthplace of Bradesco as well, Luiz Carlos Trabuco Cappi found himself clerking for the bank fresh out of the University of São Paulo. It was 1969 and he has remained with the bank ever since. Within in two years he returned to São Paulo, now Bradesco headquarters, and began his slow rise up the ranks.
This is a man who, according to his co-workers, arrives every morning by 7 a.m. and stays until 6 p.m., and often beyond, business dinners a frequent evening activity. His quiet ambition paid off when, in 2003, he was made president of Bradesco’s insurance company. Once installed he oversaw a doubling of the companies size to become the largest bank insurer in Latin America, and its contributions to the bank’s profits rose from 25% to 36% under his watch.
Follow Luiz Carlos Trabuco Cappi on LinkedIn
As 2009 approached, Bradesco’s Board of Directors needed to find a new leader. The current president would soon turn 65 and, per company rules, be forced to resign. Luiz Carlos Trabuco Cappi was the clear successor and, after 40 successful years with the company, he’d more than earned the Board’s confidence. He repaid their trust in kind. His dedication to the bank never wavering, not even when an offer came in from Brazilian President Dina Rousseff to head the Ministry of Finance.
His ambition was never about positions or greed but a commitment to see Bradesco, and by extension the Brazilian economy, flourish. With that in mind, once installed as president he set about creating a culture directed towards enhancing the company’s reputation, rather than absolute growth. He held off mounting a challenge to Unibanco and instead concentrated on shoring up services and products in the communities Bradesco already served.
Then, a few years into this plan, came HSBC. Bradesco purchased the Brazilian arm of the global bank in 2015, for $5.2 billion. The message could not have been more clear; Bradesco was back and and now had every intention of contesting Unibanco’s edge. This purchase has achieved in one move what many insiders say would have taken Bradesco another 6 years: parity with, if not the lead over, rival Unibanco in all important indicators: network size, number of accounts, assets, deposits, loan values, and accessible investment funds. And it is all because of the drive and dedication of Luiz Carlos Trabuco Cappi.
Search more about Luiz Carlos Trabuco Cappi: http://economia.estadao.com.br/noticias/geral,bradesco-anuncia-substituto-de-luiz-trabuco-na-presidencia-do-banco,70002178384