verb B2 Upper-Intermediate Common

assure

uh-SHAW

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Assure (verb) means to tell someone something confidently in order to remove their doubt or worry. Example: “The nurse assured him that the injection would not hurt at all.”

verb

To tell someone something confidently in order to remove their doubt or worry.

"The nurse assured him that the injection would not hurt at all."

"The mechanic assured us the car was safe to drive."

"She assured her parents she would call as soon as she landed."

To make something certain to happen; to guarantee it.

"Booking early will assure you a good seat on the train."

"A strong defense assured the team’s victory."

"Careful planning assures a smooth launch."

How to use assure

Learner’s notes

In plain EnglishTo tell someone confidently that something is true or will happen, so they stop worrying, or to make an outcome certain.

Common mistake

Don’t confuse with "ensure" (to make certain something happens) or "insure" (to protect financially against loss) — British English especially distinguishes assure/insure for life insurance versus ensure for guaranteeing outcomes.

Easily confused with

ensure → insure →

Common pairings

assure someone that rest assured assure safety

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C2 · Advanced serendipity Fortunate discoveries made entirely by accident.

Gen Z slang rizz Charm — the ability to attract a romantic interest.

B2 · Intermediate empathy The capacity to share another person’s feelings.

C1 · Advanced nonchalant Casually calm and relaxed; unconcerned.

Internet slang delulu Delusional — believing something against the odds.

Etymology nostalgia Greek nostos “return home” + algos “pain”.

C2 · Advanced serendipity Fortunate discoveries made entirely by accident.

Gen Z slang rizz Charm — the ability to attract a romantic interest.

B2 · Intermediate empathy The capacity to share another person’s feelings.

C1 · Advanced nonchalant Casually calm and relaxed; unconcerned.

Internet slang delulu Delusional — believing something against the odds.

Etymology nostalgia Greek nostos “return home” + algos “pain”.

Word forms

Third person singular: assures
Past tense: assured

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Fill the gap

Can you complete this real example?

The nurse _____ him that the injection would not hurt at all.

Etymology

From Old French asseurer, ultimately from Latin ad- (\"to\") plus securus (\"secure\") — the same root that gives us \"secure\" and \"security.\"

Origin: Latin

Synonyms

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reassure guarantee promise convince pledge ascertain control ensure check insure see secure

Antonyms

dismay unsettle

Related words

see find stop control stay watch check hold

Rhymes for assure

pure cure sure azure nature future manure secure impure injure figure allure

See all rhymes for assure →

Frequently asked questions

What does “assure” mean?

The word “assure” means to tell someone something confidently in order to remove their doubt or worry. In plain terms, to tell someone confidently that something is true or will happen, so they stop worrying, or to make an outcome certain.

How do you pronounce “assure”?

“Assure” is pronounced uh-SHAW (/əˈʃʊɹ/ in IPA).

How do you use “assure” in a sentence?

Here is “assure” used in a sentence: “The mechanic assured us the car was safe to drive.”

What part of speech is “assure”?

“Assure” is a verb.

Where does the word “assure” come from?

The word “assure” comes from Latin. From Old French asseurer, ultimately from Latin ad- (\"to\") plus securus (\"secure\") — the same root that gives us \"secure\" and \"security.\".

Is “assure” a common word?

“Assure” is a fairly common word in modern English, usually learned at around the B2 level.

How many meanings does “assure” have?

“Assure” has 2 distinct senses listed in this dictionary. The most common is: to tell someone something confidently in order to remove their doubt or worry.

What is the difference between assure, ensure, and insure?

Assure means to tell someone something confidently so they stop doubting or worrying, and it takes a person as its object. Ensure means to make certain that something happens, and insure means to arrange financial protection against loss. So you assure your boss, ensure the report is finished, and insure your car.

Is it 'I can assure you' or 'I can ensure you'?

I can assure you is correct, because assure takes a person as its object and means to state something confidently to remove doubt. Ensure is not used with a person in this way; it means to make an outcome certain, as in we will ensure it arrives on time.

What is the difference between assure and reassure?

To assure someone is to state something confidently so they need not doubt it. To reassure someone is to restore their confidence when they are already anxious, often by repeating comfort or offering evidence, so reassure focuses on calming an existing worry.

Can assure mean guarantee?

Yes. Besides addressing a person's doubts, assure can mean to make something certain to happen, as in the win assured their place in the final. In this sense it overlaps with ensure, and the passive is common: success was assured.

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see find stop control stay watch check hold