Bradesco Owes its Modern Bank Concept to Luiz Carlos Trabuco Cappi

It is very probable that no Brazilian business executive ever surpassed the level of economic influence employed by Luiz Carlos Trabuco Cappi, a Bradesco CEO. Bradesco is considered the most famous Brazilian bank with many agencies all throughout Brazil. Cappi holds the merit for many of Bradesco’s large-scale credit deals and even their most sizable financial projects that are still in progress in Brazil.

Luiz Carlos Trabuco Cappi’s role as Bradesco’s CEO puts his financial market opinions in the media’s focus and the majority of the most important business and political leaders in Brazil follows them. Most of the time when Luiz Carlos Trabuco Cappi states something to the media, more often than not, it is featured in most newspaper headlines and frequently becomes the cover of many economics magazines. Bradesco has reaped multiple advantages because of Luiz Carlos Trabuco Cappi’s significant financial advice influence, which started from when Cappi became the CEO of the Bradesco group.

Bradesco was once the largest bank in Brazil, but it fell to second place with the merger of Itaú-Unibanco. This competition for being the biggest Brazilian bank ceased to be an objective under Cappi’s command, who strategized that providing superior services at their agencies would produce superior financial results in the organization. To this day, Cappi is still an important economic figure and he has not ceased to be featured in articles and stories the media covers in the financial market.

Luiz Carlos Trabuco Cappi was designated to take Márcio Cypriano’s place as president, who was chosen to be Bradesco’s third president. Bradesco presidents not allowed to continue as president past the age of 65. Cappi is the 4th president at Bradesco since the year it was established 1943. Amador Aguiar, who founded Bradesco, was the 1st president by default. Cappi had already worked for Bradesco for 4 decades before he became the group’s 4th president. After Cappi turned 47, he became Bradesco’s vice-president. Before he became the vice-president, Cappi took care of the group’s private retirement funds and also led the marketing area. While he was leading the Insurance branch, Bradesco Seguros, Cappi gained recognition for his excellent results where Cappi’s efforts leveraged Bradesco’s Insurance market share to one fourth of the market – which was at 23% percent of the market beforehand. Bradesco’s Insurance branch under Cappi’s leadership became responsible for an increase of 26% to 35% of Bradesco’s income percentage for the entire Bradesco group.

Luiz Carlos Trabuco Cappi was born in Marilia, São Paulo, just like Amado Aguiar, Bradesco’s founder. Cappi is married and is the father of 3. Cappi is a very open and approachable person. Cappi is notorious for showing his sense of humor and for his big and outgoing smile as well. Cappi does not fit the stereotypical banker profile. The majority of bankers hold degrees in the fields of Accounting, Business Administration, Economy, or even in Engineering. Cappi earned his first degree in Philosophy degree at USP (Universidade de São Paulo) and another degree in Social Psychology at the School of Sociology and Politics of São Paulo (Escola de Sociologia e Política de São Paulo).

Luiz Carlos Trabuco Cappi is considered to hold the merit taking Bradesco to being a modernized bank. He initiated Bradesco’s modernization process when he was leading the marketing area in the 80’s. Cappi was also successful in greatly improving how Bradesco was seen by the media and made it be seen with very positive eyes. Cappi is also responsible for establishing Bradesco’s segmentation with Bradesco Prime as well as other custom services.

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