Definition of assure in English:


Line breaks: as¦sure
Pronunciation: /əˈʃʊə
, əˈʃɔː


  • 1 [reporting verb] Tell someone something positively to dispel any doubts: [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
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    • 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; prove to, certify to, attest to, confirm to, affirm to, pledge to, swear to, give one's word to, give one's assurance to, vow to, declare to
  • 1.1 (assure oneself) Make sure of something: 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
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    • 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.
  • 2.1 (be assured of) Be certain to get: you would be assured of a welcome
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    • Here you can be assured of three things: a warm welcome, fabulous food and a lively atmosphere.
    • Wherever you choose to go, you can be assured of a friendly welcome.
    • There were not so many bars in Glasgow then, so you could be assured of a warm welcome wherever you went.
    ensure, make certain, make sure; secure, guarantee, seal, set the seal on, clinch, confirm, establish
    informal sew up
  • 3chiefly British Cover (a life) by assurance: we guarantee to assure your life
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    • 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.
    insure, provide insurance for, cover, indemnify, guarantee, warrant
  • 3.1Secure the future payment of (an amount) with insurance: the sum assured can be paid as a lump sum
    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.



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.


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

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elaborate ornamentation of a vocal melody