Definition of assure in English:


Syllabification: as·sure
Pronunciation: /əˈSHo͝or


1 [reporting verb] Tell someone something positively or confidently to dispel any doubts they may have: [with object and clause]: Tony assured me that there was a supermarket in the village [with object and direct speech]: “I quite understand,” Mrs. Lewis assured her [with object]: they assured him of their full confidence
More example sentences
  • I assure her one more time that I do not mean to hurt her in any way.
  • I assure you this will take a lot of practice and as you all know, practice makes perfect.
  • However, I assure you that the Hogbetsotso festival is a genuine Ghanaian event.
reassure, convince, satisfy, persuade, guarantee, promise, tell;
affirm, pledge, swear, vow
1.1Make (someone) sure of something: you would be assured of a fine welcome she assured herself that he was asleep
More example sentences
  • I have removed the identifying information from this email, after assuring myself of the writer's veracity.
  • After assuring herself of the quality of the picture, she said I could go back to the emergency room.
  • I took a quick look inside and assured myself that there were documents inside - I didn't want to endure all of this only to discover that I had grabbed the wrong bag.
2 [with object] Make (something) certain to happen: victory was now assured [with clause]: their influence assured that the report would be tough
More example sentences
  • This wonderfully funny book would go in and out of print throughout my life, proving that the fortunes of a book are not assured simply because it influences every writer who reads it.
  • The corollary is that it is not moderation, but total victory, that assures survival.
  • The footballers managed this feat with two rounds remaining before the end of the championships, as their eight-point advantage assured them of victory.
ensure, secure, guarantee, seal, clinch, confirm
informal sew up
2.1chiefly British Cover (a person) with life insurance.
More example sentences
  • At maturity, or on the death of the original life assured, all the benefits of the policy are paid to the new owner.
  • Thirdly, if a bank is asked to take a security over a policy taken out by its holder on the life of another person, the bank has to satisfy itself that the holder has an insurable interest in the life assured.
  • The proceeds from such a policy will therefore not form part of the life assured.
2.2Secure the future payment of (an amount) with insurance.
More example sentences
  • It provides for the payment of the sum assured and the bonus amount on the survival of the policyholder at the end of the selected term.
  • These warn them that their policies are highly unlikely to produce the sum assured and that they may face a problem in the future.
  • The sum assured is doubled in the event of a travel-related accident.


late Middle English: from Old French assurer, based on Latin ad- 'to' (expressing change) + securus (see secure).



More example sentences
  • In spite of recent market falls, analysts estimate that UK life assurers still have 20-30 billion of such assets.
  • In Britain the stock market is now spooked by worries over the financial strength of UK life assurers amid fears that they may have to close to new business.
  • Life assurers could face a messy row over misleading customers unless they give a clearer picture of potential losses.

Definition of assure in: