Thought about USAA changing its client demographics. As we all have seen on this thread, USAA has expanded its services first from officers, then NCOs, and then family members and just about everyone else. Could it be that most military members live in higher risk areas that are subject to more severe weather, and that the company is trying to spread out its risk more evenly? Just take a look at the number of bases in FL, then there's tornado alley in TX and OK, and bases running all the way up the east coast that are subject to both hurricanes and blizzards/ice storms.