I did not grow up with USAA, though I certainly could have, with my mom having served in the Air Force. Instead, I went from Bank of America to Bank One to Norwest, which then became Wells Fargo... and finally, by the time I got married, I was with CompassBank in Colorado. The one thing I can say about all of these banks? THEIR SERVICES BENEFITED THEM, NOT ME. But I just thought that was the way banking was, and to expect anything more would be foolish of me.
After getting married, my husband, who served for ten years in the USAF, convinced me to give USAA a try. I was dubious, since I couldn't walk into a branch nearby, but WOW. I've never looked back. The kind of responsive service that comes from a company designed to value its customers and provide them the programs they need for stability and good financial health--no matter where they might be--is astounding and has made a lifelong USAA member out of me.