Assure, ensure, insure

On this page

• General information
• Assure
• Ensure
• Insure
• Helpful hint
• Additional information

General information

Because the words assure, ensure and insure have similar spellings and related meanings, they can easily be confused. At one time, these words were used interchangeably. But in modern Canadian English, each word is considered to have a distinct meaning and is therefore most often used in a distinct context.

Assure

Assure is most often used in the sense of saying something with confidence and removing someone’s doubt, uncertainty or worry.

• I assure you that everything is under control.
• The chair assured the board members of the project’s success.

Ensure

Ensure is most often used in the sense of verifying something or taking steps to make sure that something happens or doesn’t happen.

• The accountant double-checked the figures to ensure that they were no errors in the report.
• The diplomats met to ensure peace between the two nations.

Insure

Insure is most often used in the sense of taking out an insurance policy on something.

• She insured her car with a comprehensive policy.
• His house was insured for $500,000.

Helpful hint

As a general rule of thumb, we assure people, we ensure outcomes and we insure valuables.

• If you insure your life, you ensure your family members’ financial security and assure them that they’ll be provided for if you pass away earlier than expected.

Additional information

• Assure, ensure or insure? (quiz)