Bank Leader

Luiz Carlos Trabuco Rises Straight To The Top Of Brazilian Finance

Over the last few decades, it has become increasingly uncommon to hear of success stories where the protagonist was able to transcend class restrictions, rising to the very heights of social rank and wealth. But the story of Bradesco CEO Luiz Carlos Trabuco is one such example.

After graduating from high school in 1969, Luiz Carlos Trabuco struck out, searching for a means of employement, which would hopefully provide him with enough money to be able to put himself through college. Trabuco had no job experience but was intent on being one of the first people in his family to attend college and make something of himself.

He saw a help wanted sign on the branch of a small local bank in the small town of Marilia, Sao Paulo, where he had grown up. When he went in for an interview, he was surprised to be hired on the spot. Over the course of his first year, Trabuco proved to be a talented and quick-learning employee. He was able to master all of the necessary tasks to being a good bank teller. Soon, he was promoted to shift manager and then to branch manager.

By the 1970s, Trabuco was managing a couple of branches for the bank. During this time, he was able to begin putting himself through night school at one of the country’s most prestigious universities. Throughout the decade of the 70s, Trabuco spent a great deal of time attending classes. He was eventually able to earn a bachelor’s degree in business administration as well as a master’s degree in social psychology.


Through the early 1980s, Trabuco was quickly becoming one of the most qualified managers working for Bradesco. By this time, he had gained experience in just about every department and job in the bank, proving again and again his ability to quickly master new tasks.

In 1984, he was tapped to head up the bank’s marketing and public relations department. There, Trabuco quickly began making changes that would prove enormously beneficial to the bank. By the end of the 1980s, Bradesco had one of the most recognizable and beloved names in the business. Trabuco’s reign there was widely considered to be a success, and he began to be noticed by the higher-ups.

He was again tapped for an executive role in 1992. This time, Trabuco was assigned to head up the bank’s flagging financial planning division. Founded just a few years before, the division only represented a fraction of the bank’s total revenues and had not turned an actual profit.

Trabuco immediately sprang into action. He began making sweeping changes to the way in which the division approached its business. Creating a tiered banking system known as Bradesco Prime, Trabuco began rewarding the highest-value customers with lavish complimentaries and personalized banking services. In an effort to deliberately go after the country’s rapidly expanding high-net-worth client population, Trabuco created top-level banking services for the richest clients. These included 24/7 personal banking, separate, ultra-luxury facilities and comps that included first-class airfare and vacations at five-star resorts.

The strategy proved to be an enormous success. Within just a short time period, Bradesco had virtually taken over the market on high-net-worth clients, vastly increasing the amount of client money that the bank had on deposit according to This, in turn, allowed the bank to originate tens of millions of dollars in new loans. The sudden expansion of the bank’s balance sheets was one of the major factors behind Bradesco’s meteoric rise throughout the decades of the 90s and 2000s. And Trabuco was largely credited with making it happen.

It was talents like these that propelled him to the top of the banking industry.

Learn more about Luiz Carlos Trabuco:,9fb1d7fe927d7f26678a7543f82f02edw3u6oihm.html