I joined USAA in 1968 as a new USAF Officer. I was a satified member for 30 years. Live helpful people handled my phone calls. Rates were lower than other carriers, even mutual companies. I recieved a Subscriber Share dividend (rebate) each year. By 2000 USAA started to loose its way. The burearcracy grew. Advertising skyrocketed. The company lowered qualifications for membership. USAA started branching out into new areas. Then came NFL sponsorhips, sky boxes, and company jets. My rebates shrank.
Three years ago I had to file a complaint with the Insurance Commissioner and threaten a lawsuit to settle a $6,000 claim (one of three in over 50 years). My five vehicles are now with a small independent and surprise, Allstate: Lower premiums, better service through local agents, and no problems.
The double dipping Generals who run USAA do not care about the rank and file.