lets-retire said:
... since there has to be some kind of relationship to the military to be eligible for USAA, it stands a good chance that many customers live near bases. There are the few who obtain USAA insurance then move away from the bases. Since you either must be in the military, be a military retiree, or the family member (with restricitons) to one of those two groups to be eligible your not going to see a lot of USAA customers in podunk Oregon, but you will see more of the other national companies.
Logical but not the reality.
There are far more veterans than active-duty military. (It's the same type of pyramid problem as Social Security.) Most of USAA's members joined when younger but then left the service (or retired) and descended en masse on Podunk to raise their families & retire. The older USAA members have far more insurance products, too, so their revenue is a bigger part of USAA's income and USAA's service is oriented toward us ol' pharts.
USAA has been trying to change their focus (since their biggest customers are dying off at a fierce rate) but they're not there yet. Our kid will be a USAA member for life even if she never enters the military, but she probably won't be paying them any premiums for another decade.
You have your "company towns" like San Diego, Tidewater area, DC, Hawaii, and San Antonio, but most veterans/retirees are spread across the population (and the world). One of the problems with TRICARE base clinics/pharmacies and other military-retiree programs is that a big percentage of military retirees live too far away from bases (especially since BRAC) to conveniently use the benefits.
USAA has been getting severely hammered by hurricane claims in the southeast. (Pascagoula, Pensacola, New Orleans, & Mayport are big Navy towns, and the "Redneck Riviera" is a huge retiree area.) The difference is USAA's huge reserves, smart reinsurance, and ability to jack up premiums (or not refund excess premiums). They're also cancelling policies and starting to turn into claims pit bulls, although the veterans are pushing back.