Definition of assure in US English:



  • 1reporting 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’
    • ‘Mr McInnes, who has told a journalist on the phone they're planning to win in Edinburgh Pentlands, constantly assures himself and those around that they are organised, but it doesn't ring true.’
    • ‘I've assured and reassured him a hundred times that this isn't true, but then, there's only so much you can say to salvage a hurt ego.’
    • ‘‘I am not defined by my possessions,’ he assures himself.’
    • ‘She assured and reassured us they didn't have peanuts in them but I stayed away from them just in case.’
    • ‘If this were not true, we would still be assuring ourselves that the sun revolves around the earth, and the church, centuries later, would never have apologized to Galileo, who declared the opposite.’
    • ‘While I did like Brent and his company, I did not like his constant need to assure and reassure me that Markus was a swell guy.’
    • ‘I'm not promising we'll win it, but I can assure all the supporters that we're determined to give it our best shot.’
    • ‘However, the 55 staff at the call centre have been assured by the company they will be redeployed in other positions.’
    • ‘He said that he would not lead them in prayer until they had assured him of their loyalty.’
    • ‘However, I assure you that the Hogbetsotso festival is a genuine Ghanaian event.’
    • ‘Without making promises, he assured Kim the team would consider that possibility over the winter.’
    • ‘He promised and assured all that this was but a preliminary visit and that he would be back on Christmas Eve with the toys they had written for.’
    • ‘I assure you this will take a lot of practice and as you all know, practice makes perfect.’
    • ‘I wasn't sure how, but I assured myself that I would find a way.’
    • ‘He assured her that Pakistan had a positive and constructive attitude towards the ongoing bilateral talks.’
    • ‘The chairman confirmed the company was seeking two new directors and assured everyone that they would be extremely independent.’
    • ‘I want to be convinced the council acted prudently and want to be assured members' wishes were implemented by officers.’
    • ‘I assure her one more time that I do not mean to hurt her in any way.’
    • ‘Admitting that he was not satisfied with the water supply in the capital, he assured us that his corporation was willing to do what was needed to correct the problems.’
    • ‘That sort of thing was an inner-city disease, people assured themselves, not something that happened here.’
    • ‘I'm trying hard not to take this as an indictment of my efforts, assuring myself it's symptomatic of our age, an aimless seeking without focus.’
    reassure, convince, satisfy, persuade, guarantee, promise, tell
    View synonyms
    1. 1.1 Make (someone) sure of something.
      ‘she assured herself that he was asleep’
      ‘you would be assured of a fine welcome’
      • ‘How do you assure yourself that amongst 22 million people nobody has the motivation, the intention and the capability to carry out a terrorist attack?’
      • ‘We have to assure ourselves that others are not committing similar offenses and getting away with it.’
      • ‘And assure yourself that you are committing to the best product, not just the one that pays the salesman good commission.’
      • ‘But his ability to pay was also a factor, and the Revenue assured itself that the €5m could be paid from family resources.’
      • ‘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.’
      • ‘We are so used to relying on quite primitive signals to assure ourselves of someone's identity, we do not imagine that things so real as clothes, context and behaviour might be merely costume, set and performance.’
      • ‘The Wimbledon MP said he had assured himself that everything had been done in the borough to prepare for every eventuality.’
      • ‘Have an endoscopy to assure yourself there is no ulceration.’
      • ‘After assuring herself of the quality of the picture, she said I could go back to the emergency room.’
      • ‘We've decided that I should go have a quiet chat with the guy next week sometime, to assure ourselves that we're not priced too high and that we've done everything we can do to make the place desirable.’
      • ‘I have removed the identifying information from this email, after assuring myself of the writer's veracity.’
      • ‘This model has recognized that we can't assure ourselves completely that everything you put in that you need will be all that's needed down the road in the future.’
      • ‘We want to assure ourselves that it won't happen again.’
      • ‘We have to assure ourselves that when contracting out has been going on, we've not been substituting cleanliness.’
      • ‘Consumers must assure themselves that a high standard of knowledge will be passed on to them, in simple and understandable terms, by an expert qualified to do just that.’
      • ‘The parent, having assured himself of the child's understanding, once again sets up the situation and calls the child.’
      • ‘We could swab the walls for traces of biological or chemical agents and assure ourselves that nothing was happening.’
  • 2with object Make (something) certain to happen.

    ‘victory was now assured’
    with clause ‘their influence assured that the report would be tough’
    • ‘Though he remains an acquired taste in Britain, Williams's position in American poetry, at least, seems assured.’
    • ‘There was more entertainment to follow as the Scotland side stoically withstood some brutal tackling to more or less assure themselves of winning their European pool.’
    • ‘But at the same time, he chose a method of expression that assured secrecy and anonymity.’
    • ‘The international use of English seems assured for the foreseeable future.’
    • ‘Many resorts also offer lessons to beginners, assuring that visitors do not have to be great skiers to have a good time. The slopes range in difficulty from beginner's level to extremely difficult.’
    • ‘With the coalition holding 448 seats, her victory is practically assured.’
    • ‘The armour you created offers very good protection and it seems you've definitely managed to assure perfect mobility - this has been our main problem so far.’
    • ‘With the top three places resulting in automatic GB selection, John assured himself of a place in the team.’
    • ‘By opposing the war, the Liberal Party has virtually assured itself of a majority come the next election.’
    • ‘The footballers managed this feat with two rounds remaining before the end of the championships, as their eight-point advantage assured them of victory.’
    • ‘Good marketing rather than inherent distinction assured the fame of the Victoria plum when it was first sold in 1844.’
    • ‘In doing so she has assured herself pole position.’
    • ‘The corollary is that it is not moderation, but total victory, that assures survival.’
    • ‘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.’
    • ‘This should also be an extremely tight game, as, realistically, both teams need the win to assure themselves of going into the semifinals in the top position.’
    • ‘This victory assured them of retaining their division one status for another year.’
    • ‘Victory was assured long before the final results came in as poll after poll showed him leading with a substantial margin.’
    • ‘York needed to get six points out of the 14 at stake to assure themselves of a place in the final next month.’
    • ‘It is through small bribes of chocolate, coffee, cognac and the like that patients are able to assure themselves of quality care.’
    • ‘Its integrity as a distinct species is assured.’
    • ‘With another physical encounter assured against Argentina next Saturday, that could prove significant.’
  • 3British with object Cover (a person) with life insurance.

    • ‘At maturity, or on the death of the original life assured, all the benefits of the policy are paid to the new owner.’
    • ‘The life assured is the bankrupt.’
    • ‘The proceeds from such a policy will therefore not form part of the life assured.’
    • ‘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.’
    insure, provide insurance for, cover, indemnify, guarantee, warrant
    View synonyms
    1. 3.1 Secure the future payment of (an amount) with insurance.
      • ‘If you die, five times the amount of your savings contributions is paid out as the life cover sum assured.’
      • ‘How would this family prove it was the insurance company's incompetence that led to the lapsed life policy and thus claim the assured amount?’
      • ‘In the case of a fatality, the insured will receive the sum assured and then the maturity value.’
      • ‘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.’
      • ‘The sum assured is doubled in the event of a travel-related accident.’
      • ‘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 endowment policy will have a guaranteed sum assured if the policy is held to maturity by the investor and the price sought is often much less than the guarantee.’
      • ‘Every policy has a minimum guaranteed value made up of the sum assured plus the bonuses accrued to date.’


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