Luiz Carlos Trabuco Cappi is arguably the most well-known executive in the entire banking industry of Brazil, if not the continent of South America. Mr. Trabuco Cappi is the President of Banco Bradesco, having held the position since March of 2009. He’s best known for pushing Bradesco to acquire the entire South American operations of HSBC, at the time of purchase one of the ten largest banks in Brazil. Mr. Trabuco Cappi first had an idea of acquiring HSBC’s Brazilian holdings in November of 2014, coming to fruition when he began negotiations with the London-based conglomerate in August of 2015, and finally closing in the first fiscal quarter of 2016. At the time of closing, the purchase was equal to six years of organic growth, making the $5.2 billion purchase price well worth its value. Further, because no other organizations could pick up HSBC, the deal was even more valuable to Bradesco.
Mr. Luiz Carlos Trabuco Cappi was first hired on in 1969, working for both the insurance and pension subsidiaries in his time with Bradesco, just to name a few.
While in the role of President at Bradesco Seguros, the insurance division of Bradesco, Mr. Trabuco Cappi went against founder Amador Aguiar’s ideologies to treat every customer the exact same way, instead segmenting groups of existing and potential customers, then targeting them with various types of marketing and communicatory approaches.
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Even though Luiz Carlos Trabuco Cappi actually treated each customer with the same level of respect, lack of discrimination, and standard of goodwill, his experience as the Director of Marketing in Bradesco’s entire operational capacity taught him that using different means of communication, advertising, promotion, and marketing was best for soliciting as much money as possible from customers.
Modification of such protocol resulted in Bradesco’s profits consisting of 26% earnings from Seguros up to 35% by the time Mr. Trabuco Cappi had abandoned the post for President of Bradesco’s entire operations. Further, Bradesco Seguros’ market share of the insurance industry in the country of Brazil rose from 23% to one-quarter of the market. While two percentage points may not seem like much, thanks to Mr. Trabuco Cappi’s help, Bradesco effectively strong-armed those percentage points away from other competitors, adding it to their controlling share of Brazil’s insurance sector.
Although these accomplishments are great by themselves, Luiz Carlos Trabuco Cappi also won a couple awards. In 2006, Mr. Trabuco Cappi was crowned as the Insurance Personality of the Year by Sincor-SP, a union of insurance brokers that helps regulate the insurance industry in Brazil, in addition to providing certification and licensure to people working as insurance agents in the fifth-most populous country – none other than Brazil. The following year, Mr. Trabuco Cappi earned the same award, being named Insurance Personality of the Year by Sincor-SP.
One of the many aspects of Luiz Carlos Trabuco Cappi’s being recognized for the award was in electing Christ the Redeemer as one of the Seven Wonders of the Modern World, Bradesco’s campaign, led by Mr. Trabuco Cappi, having stated “Vote Christ – it’s a wonder.”
Mr. Trabuco Cappi is also the leader of Fenasaude, the National Federation of Supplementary Health in Brazil, chosen not because of his familiarity or expertise with nutrition, but because of his success in executory roles thus far. He’s also a member of the Fenaseg Council, a standard-setting body in the private insurance field. Although Mr. Trabuco Cappi is associated with the leadership of countless organizations, another important entity he’s been associated with since the turn of the millennium is the Institute for Supplementary Health Studies, his lengthy experience in overseeing business operations helping him being selected for the job.
Find more about Luiz Carlos Trabuco Cappi: https://www.youtube.com/watch?v=3xDktJglYEQ