USAA is testing ways to improve the digital experience and identify when human intervention is necessary, Scott Serpico, associate vice president of product management and consumer lending, said during a session last week at Auto Finance Summit East in Nashville, Tenn. 

“Most of our members today use us digitally, [but] that human touch, especially in the last mile for what they need, is critical,” he said. “How do you insert the human into that digital experience at the right time, with the right words, to help that member close whatever they’re trying to accomplish?” 

USAA is looking at AI, data and analytics along with keywords used during automated processes that might trigger when a human is needed and allow the company to “marry both the digital experience and bring the human into unique situations where the members need us most,” Serpico said. 

“We’re in the early stages of testing that,” he said, noting a core part of what the company offers is membership service representatives who bring attention to challenges members face. 

“Human touch is hard to replicate; it’s a part of our DNA,” he said. “We believe that humans need to remain in the loop on a consistent basis going forward, because our members expect us to be there.” 

USAA had an auto portfolio of $17.9 billion as of yearend 2024, making it the 20th-largest auto lender by outstandings, according to the latest Big Wheels Rankings data.