assure
verb (transitive)
UK/əˈʃʊər/US/əˈʃʊər/
To make certain of or guarantee something.
Example Sentences
She assured the team that the resources needed would be provided.
They assured the clients of the project's timely completion.
He assured his colleagues that the changes would be beneficial.
The company assured customers that their data was secure.
She assured the board that the financial targets would be met.
They assured the stakeholders of their commitment to quality.
He assured the participants that their feedback would be valued.
The engineer assured the manager that the design was feasible.
Thesaurus
Synonyms
Antonyms
How to Use
To remove uncertainty by giving confidence or promise of certainty.“Assure” focuses on relieving someone’s worries by affirming that a situation is under control or that a promise holds. When you assure another person, you convey certainty, aiming to calm doubts or fears. For example, saying “I assure you, the project will be completed on schedule” shows firm confidence in the outcome. Often, “assure” involves verbal or written communication—like a leader assuring a team of success, or a caretaker assuring a patient of their safety. The emphasis is on offering enough support, evidence, or reassurance to dispel anxiety.
Alternatives
Other verbs such as “ensure,” “reassure,” and “guarantee” share similar meanings but differ slightly in usage. “Ensure” typically refers to making certain a process or result occurs: “Ensure you lock the door.” “Reassure” implies restoring confidence where there’s doubt: “She reassured me that everything was fine.” “Guarantee” suggests a firm promise of reliability or fulfillment: “We guarantee a refund if you’re not satisfied.” By contrast, “assure” often involves addressing someone’s worry directly, emphasizing a personal pledge of certainty or a calming promise.
Writing
In formal writing or professional contexts, “assure” typically appears when a party or individual wants to eliminate concerns, such as in customer service emails: “We assure you that our team is handling your request promptly.” When referencing policies or agreements, statements like, “These measures assure compliance with safety regulations,” stress that steps are being taken to leave no room for doubt. If you’re writing persuasive content, consider pairing “assure” with evidence: “We can assure clients of our product’s quality by showing third-party test results.” In a narrative, a character might say “I assure you, I have only the best intentions,” underscoring earnestness or sincerity. Providing context—like what exactly you’re guaranteeing—makes your use of “assure” convincing and precise.
Casual Conversation
In everyday conversation, you might say, “I assure you, it’ll work out,” to calm a friend who’s anxious about an upcoming event. When addressing a small worry, you could say, “I assure you, the restaurant’s menu has gluten-free options,” offering personal knowledge or confirmation. Friends often reassure each other with statements like, “I assure you, there’s no need to panic,” underscoring that the worry isn’t necessary.Sometimes, you’ll hear “Trust me” or “I promise” in casual speech—both playing a similar role in ensuring confidence, albeit less formal. “Assure” usually appears when you want a more certain, persuasive tone, bridging the gap between casual encouragement and a more serious guarantee.
Etymology
“Assure” derives from Old French “asseurer,” combining “ad-” (to) with “seur” (from Latin “securus,” meaning “safe” or “secure”). Initially, the root sense meant “to make safe” or “to render certain.” Over time, “assure” carried the connotation of giving someone else reassurance—a personal, direct pledge that conditions or claims are valid. In modern usage, it still conveys that underlying promise: you’re offering confidence by removing doubt, whether addressing personal fears or confirming a beneficial outcome.