Wayne Peacock Shares Leadership Wisdom and USAA Mission at Rotary Luncheon

At the June 11 Rotary Club of San Antonio luncheon, Wayne Peacock—former CEO and current board member of USAA—delivered a powerful talk on leadership, service, and the enduring mission of one of San Antonio’s most respected institutions. Drawing from more than three decades at USAA, Peacock offered a candid and inspiring look at what it means to lead with purpose and drive meaningful impact.

Peacock’s remarks emphasized the importance of clarity, discipline, and service in effective leadership. Reflecting on his own journey, he shared how symbols like the USS Gerald R. Ford and USAA’s “Integrity at the Helm” challenge coin shaped his leadership philosophy. He urged attendees to define a clear North Star for their organizations and to build cultures rooted in values like loyalty, honesty, and respect.

USAA, founded by Army officers over a century ago, now serves nearly 14 million members globally—including two-thirds of the active-duty military. Under Peacock’s leadership, the company remained mission-driven, returning over $2 billion to members last year and launching initiatives like Face the Fight™, a national coalition addressing veteran suicide.

Peacock punctuated his talk with deeply personal stories of USAA employees whose lives and work reflect the company’s commitment to service. He shared stories of Rodney, a former Marine inspired by a USAA call center rep to eventually join the organization, and Michelle, whose family was saved by the 82nd Airborne during WWII—examples of how service and empathy ripple outward.

While highlighting USAA’s innovation and growth—including the invention of mobile check deposit—Peacock noted that technological advances are only as powerful as the people who bring them to life. “Culture is built one story, one mission moment at a time,” he said.

In closing, Peacock called on attendees to embrace their role as stewards of their communities and institutions. Citing the book Who Believed in You, he challenged leaders to mentor the next generation and to ensure the legacies they inherit are left stronger than they found them.

“Our institutions are bigger than any one of us,” he said. “But if we lead with integrity and purpose, and if we invest in others, we help shape a future that’s even better than today.”

Peacock’s address served not only as a celebration of USAA’s mission but also as a reminder of San Antonio’s deep-rooted values of service, resilience, and continuity.

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