Luiz Carlos Trabuco Cappi Parlays His Strong Performance At Insurance To The CEO Job Of Bradesco

Luiz Carlos Trabuco Cappi is the CEO of Bradesco which is a large banking firm that serves Brazil and has their headquarters in São Paulo. He has served in this capacity since 2009 when he was appointed to the position after his stellar work which ignited the performance of the Insurance arm of the business. Trabuco, as he is best known, has also served in other top leadership posts such as Marketing and Pensions. He has spent four decades with the company and has devoted his working career to them. He, above all others, knows their business culture to the highest degree.

The financial skills and banking knowledge that Trabuco has garnered over the years all began when he served as a clerk at the bank in his hometown of Marília in 1969. For two years he rubbed shoulders with ordinary customers and gained valuable experience in how bank branches operate. It would serve him well in later years when he came to positions of greater responsibility.

His next move was a transfer to the company headquarters in São Paulo, where he set forth on a career journey which saw him continually grow and develop his banking skills. During this time he worked with top management figures and continued to deepen his understanding of Bradesco’s business culture. Bradesco’s tradition of continuity and renewal which develops bank personnel for high leadership posts was strongly at work in Trabuco.

A notable stop on his executive journey was with the Marketing arm of Bradesco where he initiated an important reform which involved publicity. He showed an intuitive understanding of the need to modernize their communications when for the first time he developed relations with the financial press in Brazil. Prior to this time, they had no relations with the media and their publicity was nonexistent. This crucial reform has enabled their brand recognition to improve and has given them ready access to reporters to communicate timely information.


A corporate university is another innovation put forth by Trabuco, this time as their CEO. This has allowed him and other leading executives in the company to determine those employees who showed the potential for greater responsibility and a greater voice within the company. In a solemn ceremony at Noble Hall, each individual who was determined to be qualified for promotion was given a turn at the microphone and articulated their strategies for moving the company forward.

Luiz Carlos Trabuco Cappi received his higher education at the University of São Paulo, where he graduated from the Faculty of Philosophy, Science, and Letters. This type of education is unusual for such a highly talented financial figure like Trabuco. Most such executives undergo training in Economics or Finance to further their careers. Trabuco demonstrated his versatility by his understanding of sophisticated financial principles and the high degree of accomplishment that he’s achieved while serving throughout Bradesco despite his unorthodox education.

Trabuco was appointed to run Bradesco’s Insurance division in 2003 and he had a dramatic impact on their performance over the years. He was a strong proponent of the role of insurance in a modern economy and spoke often that it was an extension of the state’s role in maintaining social welfare.

Bradesco’s performance in the insurance sector during this time was excellent and they strengthened their grip on market leadership in Brazil and in Latin America. Their profits increased substantially and Insurance played a large role in the company’s overall prosperity. On two occasions Luiz Carlos Trabuco Cappi was named as the Insurance Personality of the Year for his accomplished work and it led to his consideration for the post of CEO which he attained in 2009.

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