assure

[ uh-shoor, uh-shur ]

verb (used with object)

, as·sured, as·sur·ing.

1. to declare earnestly to; inform or tell positively; state with confidence to:

   She assured us that everything would turn out all right.

2. to cause to know surely; reassure:

   He assured himself that no one was left on the bus.

3. to pledge or promise; give surety of; guarantee:

   He was assured a job in the spring.

4. to make (a future event) sure; ensure:

   This contract assures the company's profit this month.

5. to secure or confirm; render safe or stable:

   to assure a person's position.

6. to give confidence to; encourage.
7. Chiefly British. to insure, as against loss.

assure

/ əˈʃʊə /

verb

1. to cause to feel sure or certain; convince

   to assure a person of one's love

2. to promise; guarantee

   he assured us that he would come

3. to state positively or with assurance
4. to make (an event) certain; ensure
5. to insure against loss, esp of life
6. property law another word for convey

Derived Forms

• asˈsurer, noun
• asˈsurable, adjective

Other Words From

• as·surer as·suror noun
• inter·as·sure verb (used with object) interassured interassuring
• preas·sure verb (used with object) preassured preassuring
• unas·suring adjective

Word History and Origins

Origin of assure¹

First recorded in 1325–75; Middle English as(e)uren, assuren, from Old French aseurer, from Late Latin assēcūrāre, from Latin as- as- + sēcūr(us) ( secure ) + -āre, infinitive suffix

Word History and Origins

Origin of assure¹

C14: from Old French aseürer to assure, from Medieval Latin assēcūrāre to secure or make sure, from sēcūrus secure

Example Sentences

He said: "I want to assure him that we are committed to addressing the concerns raised by the CMA so that the infant formula market delivers the better outcomes that parents deserve."

From BBC

It sure looks as if he scrambled to develop this novel theory to assure Trump of his fealty and avoid getting bumped off the Supreme Court short list for his lone defection from MAGA.

From Slate

He shared, “I just want to please assure people this isn’t forever. This is the map in 1984 when Ronald Reagan won.”

From Salon

“Maybe Frank Sinatra would shop up and he and Johnny were equals, but that’s it. I can assure you that if Taylor Swift is on my show, it does not feel like we’re equals.”

From Los Angeles Times

NHS Assure - set up to monitor the quality, safety and running of health board construction projects - concluded if the issues were not addressed they could "potentially compromise the safety of patients and staff".

From BBC

Related Words

• confirm
• ensure
• guarantee
• insure
• secure