Compliance issues caused USAA to completely pivot away from what made them great and focus on complying with laws and regulations. That was the beginning of the "end."
Then Wayne took over and hired McKinsey consultants, who have essentially been the ones running the show ever since. McKinsey says "layoff" and Wayne says "how many?" McKinsey says "cut benefits" and Wayne says "all of them or just a few?"
Add on top of that the non military-affiliated EMG who have been hired in the last 5 years and you have a once-strong private company being run like a sh---y publicly-traded company focused more on quarterly profits than long-term strength.
@agz+1tstQ7Ug makes an excellent point.