The United Services Automobile Association (USAA) is a Texas-based diversified financial services group of companies which includes a Texas Department of Insurance regulated unincorporated, reciprocal inter-insurance exchange and a Fortune 500 financial services company offering banking, investing, and insurance to people and families that serve, or served, in the United States military.

USAA was founded in 1922 by a group of U.S. Army officers to self-insure each other when they were unable to secure auto insurance due to the perception that they were a high-risk group. USAA has since expanded to offer banking and insurance services to past and present members of the Armed Forces and their immediate families.

The company was one of the pioneers of direct marketing and most of its business is conducted over the Internet or telephone using employees instead of agents.