assur: meaning, definition, pronunciation and examples
B2Formal to neutral. Common in professional, business, and personal contexts where certainty or reassurance is needed.
Quick answer
What does “assur” mean?
To tell someone confidently that something is true or will happen, to remove doubt or anxiety.
Audio
Pronunciation
Definition
Meaning and Definition
To tell someone confidently that something is true or will happen, to remove doubt or anxiety.
To make something certain to happen; to secure or guarantee something; to insure (in specific contexts, especially life insurance).
Dialectal Variation
British vs American Usage
Differences
In British English, 'assure' can be used in the context of life insurance (e.g., 'to assure one's life'). In American English, 'insure' is almost exclusively used for financial/risk contexts.
Connotations
Slightly more formal in American everyday speech. The noun 'assurance' for insurance is primarily British.
Frequency
Comparably frequent in both varieties, with the noted semantic distinction in financial contexts.
Grammar
How to Use “assur” in a Sentence
[NP] assure [NP] (that) clause[NP] assure [NP] of [NP][NP] be assured of [NP]Vocabulary
Collocations
Examples
Examples of “assur” in a Sentence
verb
British English
- I can assure you the report will be ready.
- He assured his life for half a million pounds.
- They were assured of our support.
American English
- Let me assure you everything is under control.
- The contract assures her a steady income.
- He assured us the package would arrive Friday.
adverb
British English
- He nodded assuredly, confident in his answer.
American English
- She spoke assuredly about the complex topic.
adjective
British English
- She spoke in an assured manner.
- An assured income is vital for the plan.
American English
- He gave an assured performance.
- They have an assured supply of parts.
Usage
Meaning in Context
Business
Used to guarantee service, quality, or outcomes to clients and stakeholders. (e.g., 'We assure you of our full commitment.')
Academic
Less common; used to express certainty in an argument or finding. (e.g., 'The methodology assures the reliability of the data.')
Everyday
Used to comfort or remove doubt in personal communication. (e.g., 'I assure you, the train is on time.')
Technical
In engineering/software, refers to making a system property certain (e.g., 'to assure data integrity').
Watch out
Common Mistakes When Using “assur”
- Confusing 'assure' with 'ensure' (e.g., 'I will assure the door is locked' – incorrect). Using without a personal object (e.g., 'I assure the quality' – should be 'I assure you of the quality' or 'I ensure the quality').
FAQ
Frequently Asked Questions
'Assure' is about removing doubt from a person's mind. 'Ensure' is to make certain that something happens. 'Insure' is to protect against financial risk. Remember: You assure a person, you ensure an event, you insure an object or life.
Rarely. Its core usage requires the person being reassured as an object (e.g., 'assure him'). Impersonal uses like 'measures to assure safety' are borderline and 'ensure' is often preferred.
It is a fixed, semi-formal idiom. It's appropriate in business emails and formal letters as a polite, confident closing (e.g., 'Please rest assured that we are handling the matter.')
The noun is 'assurance'. It means a positive declaration intended to give confidence, or in British English, life insurance (e.g., 'He gave me his personal assurance.' / 'She works in life assurance.').
To tell someone confidently that something is true or will happen, to remove doubt or anxiety.
Assur: in British English it is pronounced /əˈʃʊə(r)/, and in American English it is pronounced /əˈʃʊr/. Tap the audio buttons above to hear it.
Phrases
Idioms & Phrases
- “Rest assured (that)...”
- “I assure you”
Learning
Memory Aids
Mnemonic
Think: 'A sure thing' – to ASSURE someone is to make them feel 'A-SURE' about something.
Conceptual Metaphor
CERTAINTY IS AN OBJECT THAT CAN BE GIVEN (I gave him my assurance). DOUBT IS A BURDEN TO BE REMOVED (I assured her fears).
Practice
Quiz
Which sentence uses 'assure' correctly?