Luiz Carlos Trabuco Cappi Led Bradesco To A Modern Concept Bank

Very few Brazilian business executives ever reached the same level of economic influence as Luiz Carlos Trabuco Cappi, a Bradesco president. Bradesco is possibly the most famous Brazilian bank with agencies in most Brazilian cities. Cappi is credited for Bradesco being able to perform large-scale credit operations and even massive financial projects that are still ongoing in Brazil.

Luiz Carlos Trabuco Cappi’s position as a Bradesco president put his financial market opinions in the spotlight and adhered to by a number of the most important political and business leaders in Brazil. When Luiz Carlos Trabuco Cappi makes a public statement, it is very often featured in newspaper headlines or makes the covers of a number of economics magazines. Bradesco had been able to have a number of advantages due to Luiz Carlos Trabuco Cappi’s great financial advice influence ever since Cappi accepted the position of president of the Bradesco group. Bradesco has been the largest and fell to the second largest private bank in Brazil, which occurred after the merger of Itaú-Unibanco. This struggle for being the biggest bank was not considered a primary goal by Cappi, who stated that providing better services at the existing agencies would bring better financial results to Bradesco. Cappi continues to be an important economic figure in his 60’s and continues to be featured in the media covering the financial market.

Luiz Carlos Trabuco Cappi was chosen to take the place of Márcio Cypriano, who was Bradesco’s third president as Bradesco presidents are required to retire at the age of 65. Cappi is the fourth president of Bradesco since it was founded in 1943 when Amador Aguiar who founded Bradesco and was the first president of the bank. Cappi has been with Bradesco for 40 years before accepting the position of president. At the age of 47, Cappi accepted the position of vice-president. Prior to becoming vice-president, Cappi was heading the private retirement funds and was leading the marketing area as well. During his time at the head of the Insurance branch, Bradesco Seguros, Cappi was recognized for his spectacular results. Cappi’s efforts increased Bradesco’s Insurance market share to 25% – which was 23% beforehand. Bradesco’s Insurance branch under Cappi’s leadership became responsible for an increase of 26% to 35% in income percentage considering Bradesco’s total income sources.


Coincidently or not, Luiz Carlos Trabuco Cappi is from Marilia, São Paulo, which is where Amado Aguiar, Bradesco’s founder was born. Cappi is married and has 3 children. Cappi holds a degree in Philosophy from USP (Universidade de São Paulo). Cappi is a very approachable individual. Cappi is also known for displaying his sense of humor as well as his frequent and outgoing smile. Cappi doesn’t fit into the typical banker profile. Most bankers earn degrees in areas such as Business Administration, Economy, Accounting or Engineering. Cappi holds a Philosophy degree from USP (Universidade de São Paulo) as well as Social-psychology degree from the School of Sociology and Politics of São Paulo (Escola de Sociologia e Política de São Paulo).

Luiz Carlos Trabuco Cappi was credited for making Bradesco become a modernized bank. He began the modernization process while he was at the head of the marketing area of Bradesco during the 1980’s. Cappi was also able to greatly improve Bradesco’s relationship with the media, which ceased to be criticized by the media at that time.

Bradesco’s traditional standard established its founder, Amador Aguiar, was also modernized by Luiz Carlos Trabuco Cappi. Bradesco had always offered the same services to every client. Cappi was able to create Bradesco’s segmentation, which was already being done by Bradesco’s main competitors at the time. Bradesco has since offered the Bradesco Prime segment, whose agencies attend to higher-income clientele.

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