I see the downfall of USAA starting with the expansion of clientele to the enlisted ranks.
Now, before I catch hell; I am a prior-E myself and had USAA when I wore stripes on my uniform as I was on my father's policy prior, thus eligible to get my own.
Then, when it opened up to anyone who ever served, that further accelerated the skid.
Having been a member for going on 40 years soon, it was initially tough to be critical of USAA; but it's gotten a lot easier.
For one, their main bank lobby has been closed since the first signs of COVID, and it's practically the only bank in the area that hasn't reopened.
Secondly, their customer service has decreased considerably. Even when the lobby was open (i.e. pre-COVID), it was near impossible to talk to someone in person outside of the tellers. We had some questions about a trust for our youngest, and they put us in a small room and we had to VTC with someone. That really didn't sit well with me.
The only reason I haven't moved is I have yet to find anyone that is considerably better. We have a lot wrapped up in USAA...banking, insurance, investments (until they sold out to Schwab), and as I mentioned, a trust. Some of those are easy to move, others not so much.
But if I do find a better option worth the trouble, I won't hesitate to switch.