Bradesco is one of the largest financial institutions in Brazil, having been in operation for more than 70 years. Banco Bradesco, as the bank formally identifies itself, was founded single-handedly by Amador Aguiar in 1943, nestled in the then-small town of Marilia. Mr. Aguiar would serve as the bank’s President until the early 1980s, stepping down from the position carried out at its Osasco, Sao Paulo headquarters, yet another building Mr. Aguiar oversaw the production and planning of.
Luiz Carlos Trabuco Cappi is the fourth President in the entire history of Bradesco, behind Aguiar, Lazaro Brandao, and Marcio Cypriano, the latter of which was the most recent prior to Mr. Trabuco’s appointment.
Born in October of 1951, Luiz Carlos Trabuco Cappi excelled in school from an early age. Hailing from Marilia, (un)coincidentally enough, Mr. Trabuco would soon go on to become the arguably most influential figure in the bank’s history.
Mr. Trabuco worked at the bank’s Osasco headquarters from 1971 onwards. As soon as he started, he helped change the view originally held and propagated by Amador Aguiar that all customers must be treated equally, in all regards. Luiz Carlos Trabuco Cappi fully understands that all customers should be respected and discriminated against, much like all reasonable businesspeople. However, one thing Mr. Trabuco did change was how Bradesco segmented its base of customers and targeted them for various services and products.
Luiz Carlos Trabuco Cappi was first able to change these tendencies of Bradesco’s entire foundation of employees at a large scale when he was appointed to Director of Marketing in 1984. Some of the results that came from Mr. Trabuco’s willingness and innovativeness in slashing up groups of customers based on various behaviors, characteristics, and other information, included personalized marketing messages that increased turnover rate for physical mail marketing efforts. Brand new divisions were created, including insurance groups that dealt specifically with high-dollar life insurance. Lastly, various employees were trained to deal with customers meeting particular molds, including high-rollers, conservative penny-pinchers, and so on.
This leading financial institution executive went from Marilia to Sao Paulo’s metropolitan area to attend school prior to most of his peers even entering high school. Luiz Carlos Trabuco Cappi first attended the Faculty of Philosophy, Human Sciences, and Letters at the University of Sao Paulo to earn a bachelors-level certificate in philosophy. Immediately thereafter, Luiz Carlos Trabuco Cappi transferred to another Sao Paulo postsecondary institution, in which he earned a master’s degree in socio-psychology. Combined, the two social sciences degrees helped tremendously in Luiz Carlos Trabuco Cappi’s communications with others, ranging from fellow business associates to higher-ups within the ranks of Bradesco.
After these two degrees, Mr. Trabuco found employment at Bradesco’s Marilia branch as a bank teller and clerk beginning in 1969. When 1971 rolled around, Mr. Luiz Carlos Trabuco Cappi was asked to return to Sao Paulo’s Osasco neighborhood. Showing dedication to his occupation, Mr. Trabuco immediately accepted the offer. After becoming Director of Marketing, he then moved through the two highest-up ranks of the insurance and pension divisions of Bradesco, his tenure as the President of the insurance group ending no later than 2009.
In 2015, Mr. Trabuco oversaw the purchase of HSBC Holdings’ banking assets throughout the entirety of Brazil. Although it cost slightly more than $5.2 billion, hopping on the potential offer – was not advertised anywhere, Mr. Trabuco simply reached out and asked for it – to prevent other financial institutions competing with Bradesco itself.
Mr. Luiz Carlos Trabuco Cappi has served as President for the past eight years, also winning a number of awards at this top-notch post.