Assure vs. Ensure vs. Insure

The three words, assure, ensure, and insure, are often confused. All three words share an element of “making an outcome sure,” and you can exchange these words with each other in some instances. However, rather than using these words interchangeably, we’d like to point out the unique aspects of each word so that you can use them to communicate your intention clearly, especially in American English.

Assure is to promise or say with confidence. It is more about saying than doing.
Example: I assure you that you’ll be warm enough.

Ensure is to do or have what is necessary for success.
Example: These blankets ensure that you’ll be warm enough.

Insure is to cover with an insurance policy.
Example: I will insure my home with additional fire and flood policies.

Especially in American English, what you insure is a business transaction. What you ensure results from your personal efforts.

 

Pop Quiz

Choose the correct word in each sentence. Scroll down to view answers.

1. I assure/ensure/insure you that I have been honest about the money I spent.

2. I will assure/ensure/insure my car as required by law.

3. Mauricio saved money from every paycheck to assure/ensure/insure he could buy gifts for his family at the end of the year.

 

 

Pop Quiz Answers

1. I assure you that I have been honest about the money I spent.

2. I will insure my car as required by law.

3. Mauricio saved money from every paycheck to ensure he could buy gifts for his family at the end of the year.

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