Luiz Carlos Trabuco Cappi Rises To Top Of Latin American Banking Industry

Posted in Banking Service, CEO on Jan 12, 2018

Luiz Carlos Trabuco Cappi, the current CEO of Bradesco, has recently announced that he will be stepping down from that post in order to take over the chairmanship from the outgoing Lazaro Brandao. Trabuco Cappi has spent the last 9 years as CEO, a position in which he was able to complete the largest acquisition in Brazilian history: the purchase of HSBC Brazil for $5.2 billion in cash.

Trabuco Cappi is a remarkable figure for more reasons than one. He came from a poor background and rose to the absolute heights of Latin American finance, proving that the region of the world known as the Global South is fully capable of producing the same kind of Horatio-Alger-like success stories on which America long claimed a stranglehold according to folha.uol.com.br. In fact, stories like that of Trabuco Cappi present strong evidence that many countries across Latin America that were once considered the third world are rapidly catching up to and even surpassing the United States, in measures of social mobility, educational opportunities and even the production of new millionaires.

Read more: Bradesco to Choose Board Member as New President, says Trabuco

Brazil finds its legs as Trabuco Cappi comes of Age

Trabuco Cappi’s career history can almost be taken as a proxy history of Brazil itself. Coming to work for Bradesco fresh out of high school at the age of 18, Trabuco Cappi was a walk-in hire. It was his first job ever after graduating in University of Sao Poalo. He had grown up in a lower-middle-class family in the small town of Marilia, Sao Paulo. It is worth pointing out that what is considered lower middle class in Brazil is considerably more deprived than its American counterpart. By any first-world standard, Trabuco Cappi’s childhood was one of grinding poverty.

But the talented youth had a knack for making lemonade of lemons, and he had the ferocious drive frequently seen in those who grow up under deprived conditions. Over the course of his first year, Trabuco Cappi was promoted twice, first becoming a shift manager then being promoted to branch manage. Throughout the 1970s, he continued to receive a string of promotions up the ranks of the firm. This happened at precisely the same time that Bradesco itself was rapidly expanding, slowly going from a small, local thrift institution and on its way to becoming the modern financial powerhouse that it is today.

And Bradesco’s expansion occurred among a time of unprecedented growth in the country of Brazil. People like Trabuco Cappi are exemplary of why Brazil was never destined to stay the third-world slum that it had been for the first 400 years of its existence. Although the country has long been wracked by social ills and deep structural problems, such as endemic corruption, some areas of the country have always had enormous and growing human capital. It was always a certainty that this pool of talent, ambition and industry would eventually begin to lift the country from its ancestral mud bog into the rarefied penthouses of Sao Paulo’s modern skyline.

Another aspect of Trabuco Cappi’s rise was his fastidious attention to the ways in which American banks operated on folha.uol.com.br. This was not merely an interest borne out of admiration for the success of Northern financial institutions, it was Trabuco Cappi’s conscious plan to emulate the best aspects of North American finance, while discarding the more dysfunctional aspects of the industry.

One way in which he was able to do this was by directly going after the high-net-worth client market in Brazil. By the mid-90s, Bradesco had attracted so many new millionaire clients that it was able to issue tens of billions of dollars in new loans. This dramatic expansion of the bank’s balance sheet was attributed singularly to the efforts of Trabuco Cappi.

Find more about Luiz Carlos Trabuco: https://www.brasil247.com/pt/247/economia/321809/Trabuco-assumirá-presidência-do-conselho-do-Bradesco.htm

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