USAA, the San Antonio financial services company has rolled out facial recognition technology across its entire membership base that lets them access its mobile app with a tap of their smartphone camera and a blink when prompted (to prove they’re a live person and not a photo).

USAA is also giving members the option of logging in with a spoken phrase.

This makes USAA the first major U.S. financial institution to deploy a full-scale rollout of voice and facial recognition.

In an industry that has tried and failed to make biometric identification work for 50 years,

USAA’s efforts could be a significant turning point. One key reason why is the immense popularity of the smartphone.

Smartphone cameras let users employ their own hardware to capture their facial characteristics. Device identity also provides assurance that the smartphone belongs to the right customer.

USAA is letting its members log in to mobile banking in the blink of an eye — literally.