Assure, Ensure, and Insure

Assure, ensure, and insure sound similar, but their meanings are quite different. Confusion most commonly occurs with the following terms:
  • To assure a loved one
  • To assure a customer

  • To ensure success
  • To ensure compliance
  • To ensure freedom
  • To ensure job security

  • To insure a car
  • To insure a phone

Assure

The verb to assure means to state with confidence. The noun assurance denotes a belief in ability.

Examples:
  • Do not worry about your difficulties in Mathematics. I can assure you mine are still greater. (Albert Einstein)
  • Students rarely disappoint teachers who assure them in advance that they are doomed to failure. (Sidney Hook)

Ensure

The verb to ensure means to make sure something will happen (i.e, to guarantee).

Examples:
  • Voting is the most precious right of every citizen, and we have a moral obligation to ensure the integrity of our voting process. (Hillary Clinton)
  • Good wishes alone will not ensure peace. (Alfred Nobel)

Insure

The verb to insure means to issue an insurance policy to provide compensation in the event of theft, loss, damage, or death.

Examples:
  • I own stock, and I also insure my car with Geico. (Ernie Banks)
  • Nearly half of American seniors were forced to go without coverage because insurance companies were reluctant to insure them. (John B Larson)

A Quick Test