The Brazilian banking industry is a money making industry in good times and in bad. Even a four-year recession didn’t hurt Brazil’s banks that much. For example, the largest bank in Brazil, Banco do Brazil is a government-owned business so the executives that work in that bank are not under pressure to make money. But banks like Banco Bradesco and Banco Itaú are profit centers, and they do a great job when it comes to making money. Banco Itaú and Banco Bradesco make billions of dollars in profit every year. And most of that profit comes from the bonds they buy and the insurance they carry. Consumer loans are a small percentage of bank profits.
Bradesco is the third largest bank in Brazil and the second largest private bank right behind Banco Itaú. Bradesco is a consumer favorite for a variety of reasons. The bank has been around since 1943, and the bank employs 100,000 people. There are 5,000 service branches around the country, and Brazilians have access to thousands of Bradesco ATMs. But it’s not just the convenience of banking with Bradesco that makes the bank so popular. The bank’s CEO, Luiz Carlos Trabuco, is a lightning rod when it comes to identifying with Brazilian consumers. Fifty-six-year-old Trabuco knows what it takes to please the people.
Trabuco is not one of those stuffy bankers. He’s not the kind of bank executive that sits behind a desk and looks at numbers all day long. Trabuco is a personable as well as a relatable bank executive who has his customer’s interests in mind. The social programs and the education programs that Bradesco has in place are people pleasers. And Trabuco does all he can to expand those programs, so more people benefit from Bradesco’s success. The Brazilian Green House Emissions Program, Carbon Disclosure Program and the educational program help the people of Brazil deal with social and environmental issues. Plus, the educational program helps students learn how to function when they leave school. Luiz Carlos Trabuco also believes in the Companies for Climate Change, and the Global Compact program. Those programs help the bank connect with other countries that want to reduce the harmful gases that are changing the way Brazilians live every day.
In 2003, Luiz became a Bradesco vice president. His job was to manage Bradesco Seguros, the bank’s profitable insurance division. Under Trabuco’s guidance, In 2009, Bradesco Seguros profits went from 25 percent to 35 percent of the bank’s total profits. Trabuco’s performance was not the result of a banker’s keen eye for accounting or even finance. Luiz was successful because he was able to connect with customers, thanks to his years of working for Bradesco as well as his degree in philosophy from the University of São Paulo. Trabuco is a down-to-earth bank executive. He grew up in Marília in the state of São Paulo. His humble roots still show in his enormous smile and sense of confidence.
The list of Trabuco achievements is a long one, according to the other bank executives. Trabuco is a team player who understands the importance of good business practices. And those good business practices are paying off. The bank’s income for the first semester of 2017 was more than R$9.35 billion. And a 16.8 percent increase in total bank assets gave the bank’s board something to smile about. Plus, the smiles grew bigger when shareholder equity grew by 10.8 percent. Trabuco doesn’t take all the credit for the Bradesco’s success. He knows his hand-picked team plays a major role in Bradesco’s quest to be the largest private bank in the country. So he lets his team do what they do best, and he continues to shine a bright light on their accomplishments.
Find more about Luiz Carlos Trabuco: http://www.istoedinheiro.com.br/noticias/negocios/20151218/luiz-carlos-trabuco-cappi-empreendedor-ano-nas-financas-2015/327856