The few executives who scale Brazil’s economic waters have the charisma to command so much regard from their industry peers and media houses alike. They may be termed as the chosen lot who have scoured their professional realms. Carlos Luiz Trabuco Cappi is nothing short of these qualities. Being a prominent figure in the financial industry, his expert views and advisory on financial matters find their way to print media, for they disrupt the industry to a pronounced extent.
The name Trabuco Cappi is synonymous to Bradesco, a leading financial institution in Brazil, for he has been working for Bradesco since 1969. Having gone through various ranks ad executive positions, the Board of Directors found it witty to elect Trabuco Cappi as the President of Bradesco, and Marcio Cypriano’s successor after the latter attained the maximum age to be in office – 65 years. Regardless, Trabuco’s election to the pinnacle of Bradesco’s management is not an easy feat. The process is often treacherous and as challenging as it can get.
In Cidade de Deus, Osasco in Sao Paolo is where the headquarters of Bradesco is where the Board meets to select the president of the firm. As always, the names usually shortlisted as potential successors have never taken part in the exercise. That was the case with Marcio Cypriano when he was set to succeed Lazaro Brandao, the current Board’s Chair, in 1999. Thus, Brandao himself, at 83 years, was regarded as an underdog when there were deliberations on who to take the seat after the founder, Amador Aguilar, in 1981. At only 57 years old, Trabuco managed to earn the presidency, though at a challenging time for the renowned financial firm.
The Economic Challenge
Although Marcio Cypriano’s tenure translated Bradesco from $5 billion worth to $30 billion, he leaves Bradesco on the verge of losing its market leadership to Itau Unibanco, which has been its long time formidable competitor. However, through his view on the matter, Trabuco submitted that leadership is not the priority at the moment. What’s important is for Bradesco to focus on continuing to offer their financial services to municipalities that it serves. As if that is not enough, the incoming president also needs to concentrate on coming up with viable solutions to sustainably maintain the brand’s highly regarded reputation at a time when loan growth rate is expected to take on downside lunge than in 2008 and 2009. Reports by Credit Suisse indicate that Bradesco’s return on equity in 2009 will be 2.1% lower than the previously reported mark of 23.4% in 2008.
Having started as a clerk when he first joined Bradesco, Trabuco Cappi has been elevated to the position of the president of the group’s insurance. Thus, he is an experienced financial consultant and expert. His election as the bank’s president was a rational selection.
In 2015, through consultations with the Board members and a subsequent green light from the Chairman, Lazaro Brandao, Luiz Carlos Trabuco cappi purchased HSBC Brazil to bolster the growth of the company. “The acquisition of HSBC has enabled us to reach a milestone that could only be attainable after six years of organic growth. It also steers Bradesco closer to the rivals regarding assets, loans granted and deposits,” said Trabuco.
His tremendous contribution to reposition Bradesco to its lost glory led to his nomination as the Entrepreneur of the Year in 2015, and expectedly, he clinched the prize. The award comes following a double as the Chairman of the bank’s Insurance group, both in 2003 and 2007, for his positive view and campaign toward the growth of the insurance markets across Brazil, at a time he deemed was the perfect for raising Brazil’s insurance industry.
Born in Marilia, Sao Paolo, Trabuco Cappi attended the University of Sao Paolo, where he obtained a degree in Philosophy. On a typical day, his day begins at 7 am and ends in the evening, though he has a propensity to extend his business hours into the night during executive dinners.
For more information about Luiz Carlos Trabuco, just visit istoe.com.br