Giovanni di Bicci, who advised his family to “stay out of the public eye,” died in 1429 and was succeeded at the bank by Cosimo di Giovanni de’ Medici, who did the opposite.

Cosimo de Medici expanded his father's imperium and became Florence's richest citizenImage: ... The Medici family had Giovanni di Bicci de' Medici to thank for the beginnings of its prosperity.