assure
C1Formal, professional, literary.
Definition
Meaning
To tell someone positively and confidently to remove their doubts or worries.
To make something certain to happen; to guarantee or secure (especially in legal or business contexts).
Linguistics
Semantic Notes
Focuses on verbal declaration to remove anxiety or doubt. Differs from 'ensure' (make certain of an outcome) and 'insure' (financial/risk protection). Often used in contexts of personal promise or business guarantee.
Dialectal Variation
British vs American Usage
Differences
No major usage differences. In both varieties, 'assure' + person object ('I assured her'), 'ensure' + outcome/event ('ensure success'), 'insure' for financial risk.
Connotations
Slightly more formal in everyday speech in both dialects. More common in written, professional contexts.
Frequency
Comparable frequency in both dialects. Part of a common learner confusion triad (assure/ensure/insure).
Vocabulary
Collocations
Grammar
Valency Patterns
SVO (Subject + Verb + Object: Person) - 'I assured my boss.'SVO + of-phrase (Subject + Verb + Object: Person + of + something) - 'He assured us of his support.'SVO + that-clause (Subject + Verb + Object: Person + that-clause) - 'They assured me that the package was sent.'Vocabulary
Synonyms
Strong
Neutral
Weak
Vocabulary
Antonyms
Phrases
Idioms & Phrases
- “rest assured (you can be certain)”
- “assure someone of one's best intentions”
Usage
Context Usage
Business
Used to guarantee service, quality, or delivery to clients or stakeholders.
Academic
Less frequent. Used in formal argumentation or to state a guaranteed premise.
Everyday
Used to comfort or promise someone, often in personal relationships.
Technical
Used in quality assurance (QA), project management, or legal contexts to denote a formal guarantee.
Examples
By Part of Speech
verb
British English
- The manager rang to assure us the cheque was in the post.
- Can you assure me of your discretion in this delicate matter?
- The Prime Minister assured the public that the situation was under control.
American English
- The agent assured us the car had been fully inspected.
- Let me assure you, your feedback is valued here.
- The contract assures you a full refund if not satisfied.
adverb
British English
- N/A
American English
- N/A
adjective
British English
- N/A
American English
- N/A
Examples
By CEFR Level
- I assure you, the dog is friendly.
- Mum assured me there was no school tomorrow.
- The travel company assured us the hotel was near the beach.
- He assured his parents he would be home by ten.
- The spokesperson assured the journalists that an investigation was underway.
- Can you give me your assured guarantee that the data is secure?
- The treaty assured the smaller nation of military support from its ally.
- His meticulous preparation assured the project's success against all odds.
Learning
Memory Aids
Mnemonic
Think: When you ASSURE someone, you speak to make them SURE. The 'As-' sounds like 'has', and you 'has' to make them sure.
Conceptual Metaphor
SPEECH ACT AS A SOLID OBJECT (a verbal promise as a guarantee you can hold onto).
Watch out
Common Pitfalls
Translation Traps (for Russian speakers)
- Do not confuse with 'обеспечивать' (which is 'ensure' or 'provide').
- Do not confuse with 'страховать' (which is 'insure').
- Direct translation from Russian 'уверять' is correct but narrower in use; 'assure' often implies removing existing doubt.
Common Mistakes
- Using 'assure' without a person object (e.g., 'I assure the quality' - incorrect; should be 'ensure the quality' or 'assure him of the quality').
- Confusing 'assure' with 'ensure' (making something certain) or 'insure' (financial protection).
Practice
Quiz
Which sentence uses 'assure' correctly?
FAQ
Frequently Asked Questions
'Assure' is telling a person to remove doubt. 'Ensure' is making an outcome certain. 'Insure' is arranging financial compensation against risk.
Rarely and in specific contexts (e.g., 'to assure a victory' meaning to guarantee it). Typically, a person (or group) is the direct or indirect object ('assure someone').
Yes, it's a fixed, formal idiom meaning 'you can be certain' (e.g., 'Rest assured, we are handling the matter').
It is neutral-to-formal. In casual conversation, people often use 'promise', 'tell', or 'reassure' instead. It's common in professional writing and speech.