USAA ribbon-cutting

Wayne Peacock, executive vice president of strategic planning and marketing for USAA, and manager Roxanne Mendez prepare to cut a ribbon during a ceremony at the new USAA financial center at 3014 E. U.S. Highway 190 in Copperas Cove.

COPPERAS COVE — It’s been three years since USAA opened its doors in Killeen with the sole mission of providing top-notch financial services for service members.

The mission was a success — almost.

“We felt that there was still an opportunity in the Fort Hood area to help the 75,000 service members stationed here,” said Wayne Peacock, executive vice president of strategic planning and marketing for USAA. “Our goal is to help military families, and in order to do that, we need to be where the families are — and Fort Hood is the largest around.”

With that goal in mind, USAA officials decided to open a new location in Copperas Cove.

The facility, 3014 E. U.S. Highway 190, opened about a week ago and a ribbon-cutting ceremony was held Wednesday.

Dan Mishkit, one of 38 military affairs representatives, was the only representative present for the ceremony. He said all USAA executives represent leadership.

“There is a genuine connection from the highest level to the lowest level,” he said. “When a center opens, we don’t have to be asked to come — we want to be here.”

Those words rang true to one employee in Cove.

Roxanne Mendez has worked for USAA for 13 years and was the manager of the Annapolis, Md., location until she was offered the manager position for the new Cove branch. “I was really excited to be a part of this community and to help the families here. I understand the struggles that military families go through.”

Mendez comes from a military family in which her grandfather, father and brother all served. Both of her parents have worked for USAA for more than 20 years.

“Roxanne is one of the finest managers we have. She understands what needs to be done,” said Carl Liebert, president of USAA Capital Corporation. “We have full faith that she will do a remarkable job for us at this location. Her experience with both our company and the military are invaluable.”

Contact James Harper at or 254-501-7554.​

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