Former USAA CEO Joe Robles, known as ‘the people’s general,’ passed away at the age of 78 after battling a long illness. Robles, who started from humble beginnings and rose to become a two-star general, led USAA through a period of significant growth and success.

Robles took the helm at USAA in 2007 amidst the challenges of the Great Recession, steering the company to unprecedented membership growth despite the economic turmoil. His leadership and dedication to serving others left a lasting impact on the organization and its members.

During his tenure, Robles prioritized maintaining USAA’s momentum while enhancing its financial performance. His commitment to excellence and his background in the Army shaped his approach to leadership, earning him the title of ‘the people’s general’ among employees and members.

One of Robles’ most significant contributions was expanding USAA’s membership to include all military personnel and their families, a decision that propelled the company’s rapid expansion to over 14 million members. This expansion did not compromise USAA’s strong credit ratings, showcasing Robles’ strategic vision and business acumen.

Robles’ involvement extended beyond USAA, as he actively participated in the San Antonio community, underscoring his dedication to both the company and the region. His legacy as a transformative leader and a champion of inclusivity will endure in the annals of USAA’s history.