Key Takeaways
- • New Benefits and USAA Perks® launched a co-branded partnership delivering discounted wellness, financial, and pet care packages to eligible USAA members through NB Marketplace, a customizable digital storefront.
- • The partnership leverages New Benefits' position as a leading non-insured benefits wholesaler serving over 3,000 groups and millions of members since 1990, expanding USAA's value proposition to its membership base.
- • USAA members gain access to streamlined e-commerce purchasing of health and lifestyle services designed to reduce out-of-pocket costs on everyday needs through an integrated online experience.
- • USAA Perks® operates through USAA Alliance Services LLC and provides discounts and private offers sourced from third-party providers, positioning the offering as a curated marketplace rather than proprietary insurance products.
Summary
New Benefits, a established provider of non-insured benefits and marketplace solutions operating since 1990, announced a strategic partnership with USAA Perks® on September 8, 2026, to expand member access to discounted benefits across wellness, financial, and pet care categories. The collaboration marks an integration of New Benefits' NB Marketplace—a customizable digital shopping platform—with USAA's existing member perks ecosystem, creating a unified purchasing experience for eligible USAA customers.
The partnership reflects a broader industry shift toward aggregated benefits marketplaces that bundle non-insured offerings to complement core insurance products. USAA members can now access curated packages through NB Marketplace, an e-commerce storefront designed to deliver cost savings on routine health and lifestyle expenses. According to Raygin Burris, EVP of Client Success at New Benefits, the collaboration was designed to emphasize "exceptional value, flexibility, savings, and convenience for members," with both organizations prioritizing ease of use in the digital purchasing experience.
USAA Perks® operates through USAA Alliance Services LLC and sources its discounts and private offers from third-party providers rather than as proprietary insurance products. This structure allows USAA to leverage external vendor relationships while maintaining quality curation through the NB Marketplace interface. New Benefits brings scale to this arrangement, having built relationships across over 3,000 employer groups and millions of individual members through its three-decade operational history as a wholesale benefits provider.
The offering targets a specific market need: reducing member out-of-pocket costs on everyday services through streamlined digital access. For USAA's membership base—which historically includes military personnel, veterans, and their families—such benefits packages can provide measurable value beyond traditional insurance coverage. The partnership extends New Benefits' distribution reach while providing USAA with enhanced member retention and satisfaction tools in an increasingly competitive financial services landscape.
The partnership reflects a broader industry shift toward aggregated benefits marketplaces that bundle non-insured offerings to complement core insurance products. USAA members can now access curated packages through NB Marketplace, an e-commerce storefront designed to deliver cost savings on routine health and lifestyle expenses. According to Raygin Burris, EVP of Client Success at New Benefits, the collaboration was designed to emphasize "exceptional value, flexibility, savings, and convenience for members," with both organizations prioritizing ease of use in the digital purchasing experience.
USAA Perks® operates through USAA Alliance Services LLC and sources its discounts and private offers from third-party providers rather than as proprietary insurance products. This structure allows USAA to leverage external vendor relationships while maintaining quality curation through the NB Marketplace interface. New Benefits brings scale to this arrangement, having built relationships across over 3,000 employer groups and millions of individual members through its three-decade operational history as a wholesale benefits provider.
The offering targets a specific market need: reducing member out-of-pocket costs on everyday services through streamlined digital access. For USAA's membership base—which historically includes military personnel, veterans, and their families—such benefits packages can provide measurable value beyond traditional insurance coverage. The partnership extends New Benefits' distribution reach while providing USAA with enhanced member retention and satisfaction tools in an increasingly competitive financial services landscape.
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