For dominant players in any industry, having the greatest market share is more than just about survival – it is about pride. They all have the desire to be number one. As such, losing the leading spot in the industry to a competitor can quite devastating as it demoralizes a company’s employees and shareholders. In 2009, Banco Bradesco found itself in this spot.
After, having been the biggest private bank in Brazil for close to six decades, it was overtaken overnight by a newly formed bank, Itau Unibanco. Itau Unibanco had come into existence through the merger of smaller banks, Unibanco and Banco Itau. All the stakeholders at Banco Bradesco were in unanimous agreement that their bank needed to retake the leading spot from Itau Unibanco as fast as possible. However, with the bank’s president at the time Marcio Cypriano retiring, the bank’s ability to become first again solely rested on the individual that would be selected to take over the reins. Fortunately, Banco Bradesco made the best possible decision by selecting Luiz Carlos Trabuco Cappi as the bank’s next president. The last seven years of his presidency have shown that he is more than capable of making Banco Bradesco the biggest private bank in the country again.
A look at Luiz Carlos Trabuco Cappi’s professional background shows that Banco Bradesco’s decision to appoint him as the president was more of a sure bet than it was a risk. After joining the bank as a clerk in 1969, Luiz Carlos Trabuco Cappi quickly rose up the hierarchy and was eventually called upon to head the bank’s insurance subsidiary, Bradesco Seguros. In six short years, he managed to more than double the insurer’s value thus making it the biggest of its kind in the entire Latin American region. Additionally, he also managed to increase the subsidiary’s impact on the bank’s financials by close to ten percent.
While Luiz Carlos Trabuco Cappi is known for his calm and collected demeanor, he has not hesitated in making shrewd but risky moves that are in the best interest of the company. In 2015, for instance, Banco Bradesco was at the center of the largest financial deal of the year as it purchased HSBC’s Brazilian operation for a figure of $5.2 billion. From this acquisition, Banco Bradesco grew in one deal by as much as it would have in six years if went about it organically. Additionally, the acquisition took the bank beyond Itau Unibanco in the areas of branch network coverage, total investments made and the total number of account holders. Now Banco Bradesco is only left with the areas of total deposits held, the value of the loan book and total assets to its competitor and become the outright leader in the private bank sub-sector.
The HSBC deal was so significant for Banco Bradesco that Luiz Carlos Trabuco Cappi was that year named the entrepreneur of the year in the finance category by This is Money. However, that was only one of numerous awards and acknowledgments that he has received over the course of his extensive professional career. While working as the president of the bank’s insurance subsidiary, he was on two different occasions named the insurance personality of the year by Coverage Magazine. In between these two awards, Luiz Carlos Trabuco Cappi was also named the business personality of insurance for 2016 by the Association of Marketing Officers of Brazil. Additionally, the highly acclaimed Forbes Magazine included his name in their 2016 list of the best Chief Executive Officers in the South American Country.