Banks, especially large ones, are involved in a plethora of services. In addition to traditional banking, they are also involved in stock brokerage, insurance services, investment, marketing and so forth. Consequently, a bank that thrives in these service areas is able to quickly grow and expand its business. Equally, a banker who is conversant in all these service areas is far more likely to have a successful career than one who is not. Luiz Carlos Trabuco Cappi is one such all-round banker. The current president of Bradesco has worked at the Brazilian bank for close to 50 years now and has in that time held different positions in different service areas. Today, he call on his diverse experience to help his steer one of the largest banks in Latin America to even greater prosperity.
Luiz Carlos Trabuco Cappi has known no other profession but banking. He joined the banking industry aged only 18 when he took a job as a clerk at Bradesco’s branch in his hometown of Marilia. By 1984 he had already earned a number of promotions and was that year named a marketing director. In his time at this position, he greatly grew the Bradesco brand’s visibility by forging closer ties with the media. In 1999 after coming close to being named the bank’s president at only 47, he was again promoted to the position of executive vice president at Bradesco Seguros, the bank’s insurance unit. He went on to take full control of the insurer only four years later after being named the president in 2003.
After impressing while at Bradesco Seguros, Luiz Carlos Trabuco Cappi was finally named the bank’s president in 2009. He faced a hostile business environment in his first year as the world was caught up in a financial crisis, but he managed to guide Bradesco through the storm safely. In the years since he has sought to sustainably grow the Bradesco brand through some well-thought-out strategies. For instance, in 2015 the bank purchased fellow industry player HSBC for slightly over five billion dollars. While the amount involved in the deal was substantial, it was more than worth it for Bradesco.
Luiz Carlos Trabuco Cappi’s ability to see the bigger picture where others have not is perhaps as a result of his academic background. Unlike many banking executives, he did not study a finance-related course but instead took up philosophy. He holds a bachelor’s degree in philosophy from the highly acclaimed Sao Paulo University and also holds a master’s degree in Socio-Philosophy from the Foundation School of Sociology and Politics of Sao Paulo (FESPSP).
Despite having some legendary individuals as his predecessors, Luiz Carlos Trabuco Cappi has managed to instill his own brand of management at Bradesco successfully. He strongly believes in mentoring his subordinates and has even gone as far as setting up a corporate university at the bank. Through this university, executives at Bradesco can get one on one contact with Luiz Carlos Trabuco Cappi and soak in any relevant advice on leadership. However, this should not be taken to mean that he is completely different from his predecessors – after all, he did learn a great deal from all of them. Keeping in line with the long-held culture at Bradesco, Luiz Carlos Trabuco Cappi has maintained a humble profile. Additionally, he believes in making the client feel wanted even where it may not necessarily translate to profits. All in all, it is safe to say that Luiz Carlos Trabuco Cappi’s brand of management will likely be adopted by many upcoming banking executives in Brazil and Latin America.
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