Florida Banking December 2024-January 2025

The Bradesco Bank Leadership Team (left to right): Head of Real Estate Finance Jeff Gross, President & CEO Henrique Lima, and Head of Private Wealth Management Mauricio Farias.

Bradesco. He agrees the bank is highly people focused, which differs from the more typical environment in financial markets. “I appreciate Bradesco’s commitment to treating both employees and clients well,” Farias said. “Our community-oriented mindset, largely influenced by the Bradesco Foundation, makes our work enjoyable.” Farias, responsible for most of the hiring at the bank, highlighted the organization’s significant growth and top-notch team of experienced, local professionals. To attract talent, they focus on sharing their growth story, emphasizing the opportunities available at the bank. Farias believes working in a growing company offers employees better chances for career advancement and personal development. With respect to managing daily operations and communication with Brazil, Farias emphasized that while major American and European banks dominate offshore private banking for Brazilian clients, their core business is not focused on Brazil. Bradesco Bank prioritizes private wealth management clients in Latin America with solutions tailored to each client profile, making this focus a key differentiator from competitors. “Attracting talent involves communicating this core market strategy and ensuring competitive compensation,” he said.“Retaining talent will be crucial as the bank continues to grow in the coming years, especially since we are still relatively new in the market.” Expansion Presents Challenges and Opportunities When asked about characteristics of the Brazilian market, Farias noted that of approximately 200,000 millionaires in Brazil, only 10 percent have offshore accounts, which is significantly lower than the global average of 40 percent for successful entrepreneurs in emerging markets.

Bradesco Bank, Continued from page 9

Gross highlighted the importance of experienced staff in understanding diverse markets, appraisals, and the backgrounds of international clients. He emphasized the bank’s commitment to hiring and training younger individuals, providing an example of a Mandarin-speaking employee who has been with them for six years. The bank is characterized as unique, Gross said, as the largest single-branch bank in Florida primarily serving a Latin American clientele, despite being headquartered in Coral Gables. This distinction sets them apart from traditional banking norms and regulatory expectations. “We emphasize personal interaction and in-person visits rather than marketing strategies. Our clients see this approach as a strength, allowing us to build relationships and trust without relying heavily on traditional marketing methods.” Henrique Lima emphasized the importance of maintaining a personal connection with clients through in-person meetings, especially at the bank’s Miami location, while using remote communication for routine interactions. This approach strengthens client trust, he said, and reinforces the bank’s presence as a reliable institution. The bank aims to offer a seamless integration of services, allowing clients to view and manage their investment and banking accounts within a single app — addressing modern client expectations. To support this vision, the bank is investing in system architecture and mobile solutions, intending to attract affluent clients, including Latin American expatriates in the U.S. and individuals who seek alternatives outside large U.S. banks. Mauricio Farias, after nearly 33 years in the banking industry, has found a unique culture at

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