USAA Serves Honors Military Children

April 16, 2026 | For more than a century, giving back to the military community has been woven into the very fabric of USAA. Supporting military families and the neighborhoods where employees live and work isn't just a campaign; it is a 100-plus-year legacy of service.

And in just the last 10 years alone, through the USAA Serves program, employees have demonstrated the massive scale of that ongoing commitment by logging an incredible 2.6 million volunteer hours, supporting approximately 21,000 nonprofits, and raising more than $140 million in charitable rewards and donations.

To carry this legacy forward, USAA is focusing its collective “time, talent, and treasure” on some of the most resilient members of the military community: military children. With 1.6 million military children facing unique challenges, including moving an average of every two to three years, USAA is stepping up to ensure these families stay connected.

Bridging the Distance Through Literacy

In coordination with Month of the Military Child and National Volunteer Month in April, USAA employees across all U.S. offices are rallying behind United Through Reading (UTR). The mission is simple but profound: keeping parent and child connected through the power of reading, even during the long months of deployment.

Across the country, USAA volunteers are packaging 10,000 Literacy Kits. But the support goes beyond assembly. At the San Antonio, Charlotte, and Chesapeake offices, employee volunteers are stepping into UTR’s “Mobile Story Stations,” specially equipped recording studios on wheels, to record themselves reading children’s books.

“For over 100 years, USAA employees have served military families on both their professional and personal time. Over the past decade, our USAA Serves campaign has empowered employees to show up for the military community in moments that matter,” said Susan MacCabe, head of civic engagement and belonging at USAA. “As we celebrate this milestone, there is no better way to honor that legacy than by providing 10,000 literacy kits and recorded stories to help military children find a sense of home and continuity, no matter where they are stationed.”

A Sea of Purple

Beyond literacy, USAA is also showing its support through a vibrant show of solidarity. The celebration of military children was highlighted on April 15, Purple Up! Day, a date defined by the color purple, which symbolizes the combination of all military branch colors. To honor the occasion, select USAA offices were illuminated in purple light, while thousands of employees across the association donned the signature hue for group photos.

From the iconic buildings in San Antonio glowing in purple to the sea of shirts across office halls, these displays serve as a powerful reminder of the unique sacrifices made by the youngest members of military families. The San Antonio office furthered the mission through a massive volunteer mobilization. Nearly 300 employees gathered to assemble 3,800 'Deployment Comfort Kits' with Comfort Crew for Military Kids, alongside 3,000 Literacy Kits for UTR.

These specialized Comfort Kits are designed to offer a physical sense of reassurance to children navigating the long months of parental separation. Each kit includes a plush toy, a journal, and a set of identical dog tags, one for the child to keep and one for the parent to carry, serving as a constant reminder of their bond, no matter the distance.

“So many of our employees, members, and neighbors are part of military families, and we want to ensure they don’t have to walk alone,” MacCabe said. “By supporting organizations like Comfort Crew, we are ensuring the youngest members of the military community feel celebrated, valued, and, most importantly, connected to the heroes they love.”

A Legacy of “Time, Talent, and Treasure”

Since its inception, USAA Serves has evolved into a driving force behind the association’s social impact. To foster a culture of giving, USAA provides matching donations and charitable rewards for employees and retirees who volunteer for the causes that matter most to them.

“This commitment is a testament to the heart of our employees,” MacCabe said. “We aren't just celebrating a program—we are celebrating our legacy of showing up for our neighbors and our military families when they need us most.”