Luiz Carlos Trabuco’s Old-Fashioned Rise To Modern CEO

Few people in today’s globalized, socially stratified societies are able to meaningfully transcend the classes that they were born into. It’s for this reason that, when we see someone who does, it makes a strong impression. Such is the case of Bradesco CEO Luiz Carlos Trabuco’s rise from a lower-middle class Brazilian kid to one of the most powerful CEOs in Latin America. It seems that the so-called American Dream is alive, even in Brazil.

A modern Horatio Alger story or one of forbidden fruit?

While Trabuco’s story is, in some ways, a feel-good example of hard work, talent and grit propelling a worthy individual to the top, in other ways, it is also a tale of the imperatives of modern corporate life implacably demanding that all those who operate within it conform to its ways.

Luiz Carlos Trabuco was born in Marilia, Sao Paulo, in 1951. He had a working-class upbringing, not poor, by Brazilian standards, but certainly not rich, either. By the age of 18, Trabuco had graduated from high school and was looking for a job. Lacking sufficient funds to attend college, he got a job at what was at that time a local bank with just a few branches throughout Marilia. He was hired on as a bank teller.

His first year at Bradesco proved that Trabuco had what it took to learn new skills quickly and get the job done right. He was quickly promoted to shift manager, then branch manager. By the late-1970s, Trabuco was overseeing an entire district for the now quickly growing firm. He had, by this time, earned a master’s degree in social psychology from the University of Sao Paulo. He was moving up fast.

It was during this time that Trabuco was given his first real executive role. He was placed in charge of the company’s marketing department. Drawing from his own banking experience and academic knowledge of psychological precepts, he began radically transforming the way in which the marketing department operated. By 1992, sales had gone through the roof and Trabuco’s marketing strategies had been at the core. In that year, he was appointed head of the firm’s financial planning division.

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But it was here that he began to show a tendency to not only conform to global corporatist standards but to positively embrace them. It was in the financial planning division that Trabuco, who had worked his way up the ranks of the company from one of the lowest positions, began filling key positions within the department by recruiting proven talent from outside the firm. While this angered some within Bradesco, there is little arguing that it turned out to be a highly effective move.

He also quickly did away with some of the quaint old ways in which the bank had always operated. One of these was the idea, long espoused by all the bank’s departments, that all of Bradesco’s customers should be treated equally, no matter their value to the company. Trabuco, now with extensive knowledge of the global banking market, knew that to attract high-value clients, he needed to offer exceptional services.

He created Bradesco Prime, a line of personal financial products for high-net-worth clients that include separate, luxuriously appointed facilities, lavish rewards and on-call, personal banking staff ready to attend to the client’s every need. This strategy began showing immediate results. Within a few years, Bradesco had attracted not only many of Brazil’s wealthiest clients but also those from across the globe. Trabuco continued having similar successes in other areas of the business.

But to some extent, Trabuco’s rise is a statement of his ability to conform to the imperatives of global finance, not to buck them.

Find more about Luis Carlos Trabuco Cappi: http://www.istoedinheiro.com.br/noticias/negocios/20151218/luiz-carlos-trabuco-cappi-empreendedor-ano-nas-financas-2015/327856

Reaches Another Milestone

The Dallas-based Nexbank has recently reached another milestone in its $24MM capital raise that was completed in June of 2016. Sources close to the transaction report that the capital will be used for corporate expenses incurred in the regular course of business. This locally-focused bank has served the needs of Dallas businesses in three key areas: Investment Banking, Mortgage Banking, and Commercial Banking. It is their pleasure and privilege to works so closely with many of the Dallas business community and help them to reach their capital needs. In fact, Nexbank loaned approximately $2.5 billion at the end of the second quarter in 2016.

 

The infusion of this capital will allow Nexbank to continue to offer its services as a premier regional bank serving a good part of Texas. Nexbank focuses on client relationships and believes that by keeping their customers at the forefront of all decisions, they will continue on this successful path. The leadership team at the Bank is in agreement that the client’s needs must always come first. This dedication to their clients is just one way that Nexbank has been able to set themselves apart in a rather crowded industry space. It is their sincerest hope that they will continue to be a trusted advisor to so many of Dallas’s top business enterprises.

 

Nexbank works across the nation with financial institutions, corporations, and institutional investors. It is their belief that all of their clients are important, no matter the size of their account. The team at Nexbank is here to serve and to help their many clients to secure the necessary capital to thrive and succeed in their chosen market segment. It is with great gratitude and humility that Nexbank continues to serve its client base and grow its business as best they can in business.