What is Assure


[ uh-shoo r, uh-shur ]

/ əˈʃʊər, əˈʃɜr /


verb (used with object),as·sured,as·sur·ing.

to declare earnestly to; inform or tell positively; state with confidence to: She assured us that everything would turn out all right.

to cause to know surely; reassure: He assured himself that no one was left on the bus.

to pledge or promise; give surety of; guarantee: He was assured a job in the spring.

to make (a future event) sure; ensure: This contract assures the company's profit this month.

to secure or confirm; render safe or stable: to assure a person's position.

to give confidence to; encourage.

Chiefly British. to insure, as against loss.

Words nearby assure

assumptionist, assumptive, assur, assurance, assurbanipal, assure, assured, assured tenancy, assurgent, assurnasirpal ii, assyr.

Origin of assure

1325–75;Middle Englishas(e)uren, assuren < Old Frenchaseurer < Late Latinassēcūrāre, equivalent to Latinas-as- + sēcūr- (see secure) + -ā- thematic vowel + -re infinitive suffix


as·sur·er, as·su·ror, nounin·ter·as·sure, verb (used with object),in·ter·as·sured,in·ter·as·sur·ing.pre·as·sure, verb (used with object),pre·as·sured,pre·as·sur·ing.un·as·sur·ing, adjective

Dictionary.com Unabridged Based on the Random House Unabridged Dictionary, © Random House, Inc. 2020

Examples from the Web for assure

  • Having known a few presidents myself, I can assure you that there is little time to truly unwind, even on “vacation.”

    Yes, Obama Was Right to Golf After Foley|Daniel G. Hill|August 30, 2014|DAILY BEAST

  • "I assure you that maman's doing it on purpose," Liza thought necessary to explain to Shatov.

    The Possessed|Fyodor Dostoevsky

  • To assure himself, he raised her arm, which remained in the air until he placed it on the bed.

    Conscience, Complete|Hector Malot

  • On a 1200 calorie schedule arranged as I have it you will not be hungry, I assure you.

    Diet and Health|Lulu Hunt Peters

  • I assure you it was a very "bad quarter of an hour" we passed in that boat; getting into it was difficult enough.

    Station Life in New Zealand|Lady Barker

  • A week after, the fierce battle of Prague was fought—I can assure you your son behaved like a brave soldier.

    The Robbers|Friedrich Schiller

British Dictionary definitions for assure


verb(tr; may take a clause as object)

to cause to feel sure or certain; convinceto assure a person of one's love

to promise; guaranteehe assured us that he would come

to state positively or with assurance

to make (an event) certain; ensure

mainlyBritishto insure against loss, esp of life

property law another word for convey

Derived forms of assure

assurable, adjectiveassurer, noun

Word Origin for assure

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

Collins English Dictionary - Complete & Unabridged 2012 Digital Edition © William Collins Sons & Co. Ltd. 1979, 1986 © HarperCollins Publishers 1998, 2000, 2003, 2005, 2006, 2007, 2009, 2012

Words related to assure

satisfy, encourage, persuade, reassure, affirm, vow, confirm, guarantee, insure, ensure, secure, sell, inspire, comfort, soothe, bag, hearten, aver, certify, swear