USAA Mission Statement 2023 | USAA Mission & Vision Analysis

USAA is a financial services company serving the military community and their families for nearly a century. Founded in 1922 by a group of Army officers who wanted to insure each other’s vehicles, USAA has grown to provide various financial products and services, from banking and insurance to investments and retirement planning. Throughout its history, USAA has remained committed to facilitating the financial security of its members, associates, and their families.

The USAA mission statement reflects this commitment and serves as a guiding principle for the company’s operations. According to the mission statement, USAA seeks to “facilitate the financial security of its members, associates, and their families through the provision of a full range of highly competitive financial products and services.” This means that USAA aims to provide its customers with the tools and resources they need to achieve their financial goals and protect their assets.

In this blog post, we will closely examine the USAA mission statement and what it means for the company’s customers. We will explore the core values that guide USAA’s operations and how the company balances its commitment to financial performance with its responsibility to its members and the broader military community. Whether you are a current USAA customer or simply interested in learning more about this unique financial institution, this post will provide valuable insights into the USAA mission and its impact on its operations.

USAA Mission Statement, USAA Mission & Vision Analysis, USAA Vision Statement, USAA Core Values, USAA Mission Statement and Core Values, USAA Statement

USAA’s mission statement is “to provide excellent service for our members while standing financially strong.” The statement reveals what the company holds as the heart of all its operations by emphasizing the excellence of its services. It also places its members as the priority in everything the company does. From this mission statement, one can derive the following components: See also: Panera Bread Mission Statement 2023 | Panera Bread Mission & Vision Analysis

  1. Improving communities
  2. Exceeding expectations

USAA Mission Statement

USAA is a company whose humble beginnings were motivated by the need to caution a financially neglected community, and this ambition has stayed the same since then. All that has manifested in the concept of this company is its maturity and diversification to spread its reach to other community members.

In addition to serving this community, USAA respects its responsibility towards all local communities and the environment in which it operates. For instance, the company has demonstrated its commitment to meeting all its corporate responsibilities by improving the quality of their lives through varied projects.

It also advances this role through environmental commitment and greener business approaches. USAA is committed to the second component of its mission statement, as shown by the range of financial services gaps it has filled through its subsidiaries, each offering different products that contribute to this component of its mission statement. While doing this, the company has surprised its clients with the quality of its services and its adaptability.

The mission and vision statement adopted by USAA are a striking reflection of the financial hurdles the company has had to overcome to stand as a reputable financial services enterprise. Having been established by a group of military officers branded as a high-risk group’ to offer them mutual self-insurance in 1922, the company has since diversified to include other financial service areas and re-launched itself as a group of companies, led by its mission and vision statements.

USAA’s vision statement reflects what the company wants to embody shortly: a financial institution for all, including the military. It works closely with its mission statement, which is crafted from the concept that such a statement is all about the strategies to take a company to its vision. USAA’s mission statement focuses on demonstrating what excellent financial services entail to all other players in the sector.

The core values of this company, such as integrity and loyalty, are also integral to its success because they have proven beyond doubt their ability to streamline the operations of USAA. By all these aspects, USAA is one of the most promising companies in the U.S.

Vision Statement

USAA’s vision statement is “to serve millions of military members and become one of the only fully integrated financial services organizations in America.” The statement underlines the desire to be the leader in the financial sector as the most holistic company of all. The discussed factors are directly linked to this vision statement:

  1. Serve millions of military members
  2. Become a fully integrated financial service entity.

Considering that its rise was motivated by the absence of financial organizations recognizing the financial needs and related services of the military, USAA sets the first component of its vision statement to serve as many of them as possible and meet their needs. It has done this successfully through targeted services such as insurance, future investments, and banking.

USAA shows it longs to be more than that through its ambition, as intellectualized in its second mission component. The company has diversified its scope of operation to include many other financially related services, such as trip shopping and covering other customers.

Core Values

USAA’s core values include “integrity, service, honesty, and loyalty.” They act as the pillars of the vision and mission of the company. They have the following features:

  1. Integrity
  2. Service
  3. Honesty
  4. Loyalty

Since its foundation, USAA has thrived due to its consistency and lack of compromise in service delivery. It values offering its customers what it was set up to offer: distinguished and specialized service in a way that upholds its morality as demanded by its second and third values. Most importantly, it shows its loyalty by staying devoted to its primary mandate of being a servant to its clients.


  • Bennett, H., & Durkin, M. G. (2002). Developing Relationship-led Cultures: A Case Study in Retail Banking International Journal of Bank Marketing, 20(5), 200–211
  • Boyatzis, R. E., Smith, M. L., Van Oosten, E., & Woolford, L. (2013). Developing resonant leaders through emotional intelligence, vision, and coaching Organizational Dynamics, 42(1), 17–24.
  • Cowton, C. J. (2002). Integrity, responsibility, and affinity: three aspects of ethics in banking Business Ethics: A European Review, 11(4), 393–400
  • David, F. R., & David, F. R. (2003). It is time to redraft your mission statement. Journal of Business Strategy, 24(1), 11–14
  • Dawson, P., & Patrickson, M. (1991). Total quality management in the Australian banking industry International Journal of Quality and Reliability Management, 8(5)
  • Gupta, S. C. (2003). Banking Industry Vision 2010. Risk Management, 23, 25.
  • Ireland, R. D., & Hitt, M. A. (1992). Mission statements: importance, challenge, and recommendations for development Business Horizons, 35(3), 34–43
  • Kaynak, E. (1986). The globalization of banks: an integrative statement International Journal of Bank Marketing, 4(3), 3–8.
  • Nanus, B. (1992). Visionary leadership: how to re-vision the future The Futurist, 26(5), 20.
  • Peyrefitte, J., & David, F. R. (2006). A content analysis of the mission statements of United States firms in four industries International Journal of Management, 23(2), 296
  • Pruzan, P. (2001). The question of organizational consciousness is: can organizations have values, virtues, and visions? Journal of Business Ethics, 29(3), 271-284
  • USAA: Home.
  • Terglav, K., Ruzzier, M. K., & Kae, R. (2016). Internal branding process: Exploring the role of mediators in top management leadership-commitment relationships International Journal of Hospitality Management, 54, 1–11.
  • Wallace, E., de Chernatony, L., & Buil, I. (2011). How leadership and commitment influence bank employees’ adoption of their bank values Journal of Business Ethics, 101(3), 397–414