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There are pros and cons to USAA’s status as a financial services company that markets itself exclusively to the country’s 60 million active-duty military personnel, veterans and their families. Given ever-expanding federal spending on things military and a seemingly endless string of conflicts, USAA has been able to ride out the nation’s periodic downturns, including the latest deep dive, fairly unscathed. But the challenge is making all of its services accessible to customers who may be in North Carolina or New Jersey one day and deployed in a remote valley of Afghanistan the next.

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