assure
- 01 B2 Upper Intermediate
to tell someone that something is definitely true so they stop worrying.
to inform someone positively or confidently to remove doubt. Transitive — typically takes a person as the direct object followed by a 'that' clause.
Simple“I can assure you that the plane will arrive on time.”
In context“The doctor sought to assure the patient's family that the procedure was routine and carried minimal risk.”
UsageUsually follows the pattern: assure + person + that-clause.
PitfallI assure that the work is done. I assure you that the work is done.The verb 'assure' almost always requires a person as the direct object (the person you are talking to).
- 02 B2 Upper Intermediate
to make sure that something happens or is true.
to make certain or secure; to ensure a particular outcome.
Simple“We need to check the locks to assure the safety of the building.”
In context“The new legislation was designed to assure equal access to healthcare for all citizens regardless of their income level.”
UsageIn this sense, 'ensure' is often more common in modern American English, while 'assure' remains frequent in formal or British contexts.
Antonyms
assure vs ensure vs insure — Assure is for people, ensure is for outcomes, and insure is for financial protection.
“Meta, she said, went out of its way to "assure the public that its platforms were safe for kids".”
From Old French asseurer (Modern French assurer), from Latin ad- + securus (“secure”). Cognate with Spanish asegurar. Doublet of assecure.
Etymology adapted from Wiktionary, available under CC BY-SA 4.0.