The Success Of Bradesco’s Former CEO- Luiz Carlos Trabuco Cappi

In late March this year, Luiz Carlos Trabuco Cappi retired as the CEO and President of Bradesco Bank. He paved way for Octavio de Lazari Junior who was elected as the company’s new president. As the employees adapt to the new management changes, the name of Luiz Carlos Trabuco Cappi remains too loud to slide off just soon.

His journey at Bradesco
After working as a clerk in the company, Luiz Carlos Trabuco was made the marketing director of Bradesco’s insurance section. He was later promoted to become the CEO in 1992 at Bradesco Vida e Previdencia which is a major subsidiary of the bank. He would then be promoted as the executive Vice president of Bradesco in 1999 where he saw the company rise in its revenue generation. During his tenure, the Bank’s insurance section grew by 25 percent and because of this success; he was promoted to the company’s president position in 2009. Luiz Carlos Trabuco was the fourth president of Bradesco and his leadership was accompanied by several reform changes.


A leader to emulate
His colleagues at Bradesco and other executives in the banking industry always refer to Luiz Carlos Trabuco Cappi as an enigma. He is a democratic leader with employee-centric personality. His introduced regulations and reforms have always been aimed at improving the well-being and livelihood of Bradesco employees. Much to the company’s delight and gratitude, the committed leader proposed the adjustment of remuneration and inclusion of benefits to employees as a sign of appreciation by the company. Since he was an employee in the past, Luiz Carlos Trabuco has always been guided by his humane intuitions.

Luiz Carlos Trabuco Cappi’s mega-deal that saved Bradesco
One of the challenges that the leader faced when he became the president of the company was on how to regain the company’s top position in the Banking industry. As such, he came up with a landmark idea in which he proposed the need for a merger with another company that is also a competent performer in the sector. That was when Luiz Carlos Trabuco decided that it was necessary to purchase the Brazilian branch of HSBC Company. The deal which cost the company almost $5.2 billion was the best risk that Bradesco could have taken at the time. Within a year, the company recorded an increase in its revenues including the assets and stock prices; this resulted in it surpassing all of its competitors. Luiz Carlos Trabuco spoke to the owners of HSBC Brazil for several months before they could agree to sign off the contract. It was, therefore, obvious that because of the former CEO’s determination, the deal was a success.

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