Assure means tell someone firmly so they stop worrying: he assured me that the parcel was in the van. Ensure means make sure something happens: a second check will ensure that no names are missing. Insure means buy insurance for something: insure the camera against theft. In American English, insure is often used for ensure as well.
assure, ensure or insure — can you pick the right one?
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assure someone that/of; ensure that; insure something against loss
- The organiser assured us that every booking had been recorded.
- A second check will ensure that no names are missing.
- The gallery insured the paintings against damage during transport.
What changed
First versionThe driver insured me that the parcel was in the van.
RevisionThe driver assured me that the parcel was in the van.
All three sound like versions of make sure, so people pick one at random. But the driver is calming a person down, and promising someone is assure: assured me that. Insure is about insurance.
Assure is aimed at a person: assure someone that. Ensure is aimed at a result: ensure that everyone gets a seat. Insure means pay for cover, and that doesn't guarantee the parcel will arrive: insure the parcel. In American English, insure that also appears in place of ensure that.
Your turn
Choose the verb about buying insurance cover: We need to ___ the camera against theft.
Show the answer
insure — This is about insurance against theft, so it's insure the camera against theft. Assure means promise a person something.
Write what you would insure your phone, car or flat against. Use insure against.
The studio insured its borrowed instruments against damage during the tour.
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