The Leadership Of Luiz Carlos Trabuco Cappi

Luiz Carlos Trabuco Cappi is a very influential executive in the Brazilian economic life. Being the president of the largest insurer in the country and ascending to the level of the president of an institution such as Bradesco is not an easy fete. Trabuco was born in Marília (SP) and graduated in philosophy from the University of São Paulo.

Luiz Carlos Trabuco is an enigma in his own rights when you compare him with other professionals and executives in the Brazilian financial sector. He has passed through the credit operations and some of the biggest financial projects that define the Brazilian economy. The opinions of Trabuco and other executives in his league are closely followed by politicians and published prominently in the mainstream newspapers and magazines.

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President of Bradesco

Bradesco announced from its headquarters in Cidade de Deus, in Osasco, metropolitan region of São Paulo that Trabuco will become the new president of the private bank. At the age of 57, Trabuco will be the president of the bank that is the second largest private bank in Brazil behind Itaú-Unibanco that was declared the market leader just two months after Trabuco’s presidency was announced.

Trabuco replaces Márcio Cypriano, who leaves office because Bradesco’s leadership statutes don’t allow someone to be president when he or she is over 65 years old. Cypriano has managed to multiply Bradesco’s market value from $ 5 billion to the US $ 30 billion within the past ten years that he has been at the helm of the private bank. Besides Márcio Cypriano, the other former presidents of the bank are Amador Aguiar, the founder, and Lázaro Brandão, who is also the current board chairman. That means that Trabuco is the fourth president in Bradesco’s 65-year history.

Trabuco’s leadership experience

In his 40 years of existence at Bradesco, Trabuco has been able to learn to identify with Bradesco’s culture by working in strategic departments and sections such as private pension and marketing. It was his hard work as the leader of the insurer that most prominent figures in Bradesco started noticing his potential. During his reign as president of Bradesco Seguros, he managed to boost the insurer’s market share from 23% to 25% of total premiums. Furthermore, Bradesco Seguros’s contribution to the private bank’s profits increased incredibly from26% to 35%.

The biggest challenge that Trabuco faces

Trabuco’s main challenge is to narrow the gap between Bradesco and its main competitor Itaú Unibanco. With a gap of about R $ 150 billion behind Itaú Unibanco, Trabuco has to come up with strategies that can enable the private bank to leverage its resources in staying ahead of the competition. Usually, acquisition is one of the shortest and simplest approaches, but unfortunately, the acquisition opportunities are currently scarce.

However, Trabuco has already expressed his pipeline strategies of improving the bank’s operations by streamlining the internal management. He believes, that if the company can improve its internal management systems, the integrity can reflect on its external image in an approach that he calls ‘organic growth’. The company reduced its rates in 2009 to attract more clients and looks forward to opening over 211 branches to reach to a wider client base.

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