Luis Bermúdez

Captain
DISC Type : DS

Head of Wealth at Santander US at Santander

Miami, Florida, United States

Overview

As Head of Wealth at Santander US and CEO of Banco Santander International, Luis Bermúdez has over 20 years of experience in private banking and asset management. A former fund manager praised for strong analytical skills and market timing, he holds multiple FINRA licenses and graduated from Universidad CEU San Pablo.

He is a board member of the Spain-US Chamber of Commerce, reflecting his commitment to fostering international business relationships.

Personality Overview

Planner & Achiever

Decisive But Calm

Output-Driven

They are very professional in their approach and can weigh multiple perspectives together.  They exhibit a rare combination of being result-oriented but patient at the same time. They might take some time to make their mind up but once they do, they don't change it easily.

Topics They Care About

International Wealth Management
As CEO of Banco Santander International, he leads a team of over 600 professionals providing tailored private banking solutions to a global client base.
Integrated Financial Solutions
Promotes the partnership between Commercial Investment Banking (CIB) and Wealth divisions to deliver institutional-grade solutions for ultra-high-net-worth clients.
Collaborative Leadership
Emphasizes listening, learning, and aligning as one team to achieve results, frequently celebrating the dedication and loyalty of his colleagues.

Media Appearances

Luis has no verified media appearances

Work History

9-2024
Head of Wealth at Santander US at Santander
2-2022 - 9-2024
Managing Director, Global Head of Business Development at Santander Private Banking at Santander
7-2018 - 9-2024
Managing Director, Head of Strategy, Corporate Dev, Mkt & Comms at Santander Private Banking Int. at Santander
12-2024
Chairman at Santander International Wealth Management Mexico Board of Directors at Santander Private Banking International
9-2024
Board Member at Banco Santander International Board of Directors at Santander Private Banking International

Education

1998 - 2003
Graduate Degree from Universidad CEU San Pablo
2017 - 2018
Accelerated Leadership Development Program from Center for Creative Leadership

More Information

Social Presence :

Prographics :

Exp : 7 Location : Miami, Florida, United States Job Level : Mid-senior Designation : Head of Wealth at Santander US at Santander
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Insights For Selling To Luis

During A Call Or A Meeting

DO's

  • Stick to your standard pitch and qualifying script, don't try to wing it
  • During followups, use phone or text if needed, they should be fine
  • Let them know of potential risks but suggest mitigation methods alongside

DONT's

  • Don't go over them unless you are left with no other option
  • Don't focus too much on mutual contacts or bother about other stakeholders, focus on them
  • Don't shy away from asking hard questions, but be extra polite

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Luis is

  • Strong proof of impact and their conviction will matter the most, but they wouldn't want to act unilaterally either
  • Will you ever get a clear answer from Luis

  • They will say no if they are not convinced but you will have to prompt them.

Insights For Deal Planning

    How fast (or slow) will Luis move?

  • They will want to understand things well but can move fast once they have a clear picture.
  • Can Luis take some risk or not?

  • They have good risk tolerance but are likely to think it through once or twice.

You And Luis

Personality Compatibility


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