Sue Croft profile picture

Sue Croft
Founder/Owner, Insurance Broker

 Sue was born in Spring Hope, NC in 1948 and is one of six children.  She graduated from Lynchburg College, now University of Lynchburg, in 1986 with a Bachelor of Arts Cum Laude.  Sue was also member of the Gold Key Club (Honor Society).  She furthered her education by enrolling and completing the Society of Certified Senior Advisors, 1999.  Sue was also a Registered Investment Advisor before making her way into the insurance field; she held series 7, 63, 6 and 65 licenses .  She has received many awards from major insurance companies on behalf of Croft Senior Services, Inc. which she founded in 2004.  Sue was named “Woman of the Year” 2010-2011 from the National Association of Professional Women.  She was recognized as having demonstrated excellence and dedication within her profession and has been formally included into their membership.  Strathmore’s Who’s Who Worldwide recognized her in leadership and achievement in her occupation industry.  Stanford Who’s Who has proudly recognized Sue as an honored VIP member in their Black Book and she is a long standing member of the Bedford Chamber of Commerce.

Sue pioneered Medicare Advantage in Virginia.  In June 2004, Rubatex, Bedford’s largest industry, filed bankruptcy leaving hundreds of retirees without health and prescription coverage.  Bedford, Va is primarily a rural area, so retirees received very low Social Security income and their pensions were low.  Over the years they had sacrificed income for benefits.  The Regional Sales Manager from Unicare, a WellPoint Company, called Sue to see how he could help her increase production.  She asked him what he would suggest to help the Rubatex retirees.  He asked her if she was familiar with their Senior products.  She was not, so he directed Sue to their website.  Unicare was offering a Medicare Select plan later called Medicare Advantage and the only zip codes were for Bedford, Lynchburg and Roanoke.  After studying the products, Sue contacted the Director of the Senior Department who came to Roanoke to recruit agents.  Agents did not understand the products.  They were convinced people lost their Medicare coverage—of course, they didn’t!  Sue, however, continued to study how the products could help area seniors.  The Medicare Advantage PFFS $9 premium was not necessary, but the company felt people would think it was of no value if there was no premium!  At this time Medicare Supplements had increased in price due to many Plans closing and the Carriers opening new Plans, so the low cost of the Unicare products was welcome—it was also a blessing for disabled individuals on Medicare.  Sue went to Hospitals and Doctors groups explaining that the Plans were a Private-Fee-For-Service type plan and a Medical Savings Account.  Unicare dropped the PFFS premium in 2005 and continued to be the only Medicare Advantage plan available until 2006.  Humana was just getting started in North Carolina.  Humana’s benefits were not as comprehensive as the benefits Unicare offered, for instance, Humana only offered 7 days of skilled nursing care which forced many seniors into Medicaid.  Sue trained agents for Marketing Groups for compensation on each plan sold.

Earlier in her life, Sue enjoyed horseback riding, water skiing and camping.  Now, when she is not in the office, she enjoys shopping and spending time with her pets.  Her home is her favorite spot to relax.

Sue Croft profile picture

Melody Key
President, Broker

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Melody is a Bedford, VA native.  In addition to being a wife and mother, Melody has found time to make a career in Life and Health Insurance.

Melody has worked with Croft Insurance since 2008.  As well as working in the Medicare Market, Melody specializes in Individual Health Insurance–the Market Place and Private Insurance.  Plans have been made for Melody to continue the operations and ownership of Croft Insurance at Sue’s demise.

Melody has demonstrated honesty and dedication to meet her clients’ insurance needs over and over again. She is always willing to compare your options.  She will not only enroll you, but is there for you throughout the year as life takes many turns.  Well-trained Agents and customer service are at the top of her agenda.

In her spare time, Melody enjoys baking and catering, traveling, and being MiMi to her grandchildren.

Les Plymale
Vice President, Broker, Registered Social Security Analyst

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Les joined the team at Croft in February 2019 to assist Sue with the Medicare Market.  He was born in Lynchburg and has lived in the area all his life, obtaining a Bachelor’s Degree from Liberty University.  His résumé before joining the team at Croft includes over twenty-five years in customer service management.  He is very glad to put that experience to work for his clients.

In addition to his work at Croft, Les serves as the Worship Leader at his church, and is involved in several other ministries there.  He enjoys singing, reading the classics and biographies, theatre (as a spectator), cooking various European cuisines, photography, Lego, and adding to his Christmas collections.  He likes to travel and frequently makes his way to Williamsburg, Washington, D.C. (the Mall and the National Gallery of Art are his usual destinations), the Outer Banks, and historic sites in the area, like Poplar Forest and Monticello.  Above all these, he enjoys a quiet evening with a few friends, or even just one (especially sharing a German or Indian meal), sharing life stories, reading aloud, or singing–more often than not with a pot of tea and something tasty from the kitchen.


Holly Craft

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Holly joined Croft Insurance Services in April of 2020 to assist with the Medicare Annual Enrollment.  She has over 15 years of customer service experience working for auto rental agencies in the Lynchburg Regional Airport.

Holly was born in Maryland, but has lived in Virginia over twenty years.  She has four children.  She enjoys the outdoors, cooking, and spending time with family and friends.

Donna Howell

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If you have called the office, or come in for an appointment, chances are you have met Donna.  She does her best to keep everyone on schedule, keep things organized, and handles it all with a cheery disposition.

Donna has been with Croft since October 2023.  She was born and raised in Campbell County and has lived in Bedford County since 2006.  Before coming to the Croft family she was employed at Teva Pharmaceuticals for 19 years.

Donna and her husband have one daughter.  They enjoy traveling to the beach, festivals, and road-trips to nowhere in particular just to explore.

Tracy Goff
Office Technician

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If you have visited the office, you have very likely met Tracy.  She assists with all the processing during Annual Enrollment Period, and, well, everything else.  She joined Croft Insurance Services autumn of 2012.  She is a mom of three.  She enjoys spending time in the Great Smoky Mountains and at any beach!