assure
/əˈʃʊə
/ /əˈʃɔː /verb
1 [reporting verb] Tell someone something positively to dispel any doubts: [with object and clause]: Tony assured me that there was a supermarket in the village [with object and direct speech]: ‘I quite understand,’ Mrs Lewis assured her [with object]: they assured him of their full confidence...
- I assure her one more time that I do not mean to hurt her in any way.
- I assure you this will take a lot of practice and as you all know, practice makes perfect.
- However, I assure you that the Hogbetsotso festival is a genuine Ghanaian event.
Synonyms
reassure, convince, satisfy, persuade, guarantee, promise, tell;
prove to, certify to, attest to, confirm to, affirm to, pledge to, swear to, give one's word to, give one's assurance to, vow to, declare to
1.1 (assure oneself) Make sure of something: she assured herself that he was asleep...
- I have removed the identifying information from this email, after assuring myself of the writer's veracity.
- After assuring herself of the quality of the picture, she said I could go back to the emergency room.
- I took a quick look inside and assured myself that there were documents inside - I didn't want to endure all of this only to discover that I had grabbed the wrong bag.
2 [with object] Make (something) certain to happen: victory was now assured [with clause]: their influence assured that the report would be tough...
- This wonderfully funny book would go in and out of print throughout my life, proving that the fortunes of a book are not assured simply because it influences every writer who reads it.
- The corollary is that it is not moderation, but total victory, that assures survival.
- The footballers managed this feat with two rounds remaining before the end of the championships, as their eight-point advantage assured them of victory.
2.1 (be assured of) Be certain to get: you would be assured of a welcome...
- Here you can be assured of three things: a warm welcome, fabulous food and a lively atmosphere.
- Wherever you choose to go, you can be assured of a friendly welcome.
- There were not so many bars in Glasgow then, so you could be assured of a warm welcome wherever you went.
Synonyms
ensure, make certain, make sure;
secure, guarantee, seal, set the seal on, clinch, confirm, establish
informal sew up
3chiefly British Cover (a life) by assurance: we guarantee to assure your life...
- At maturity, or on the death of the original life assured, all the benefits of the policy are paid to the new owner.
- Thirdly, if a bank is asked to take a security over a policy taken out by its holder on the life of another person, the bank has to satisfy itself that the holder has an insurable interest in the life assured.
- The proceeds from such a policy will therefore not form part of the life assured.
Synonyms
insure, provide insurance for, cover, indemnify, guarantee, warrant
3.1Secure the future payment of (an amount) with insurance: the sum assured can be paid as a lump sum...
- It provides for the payment of the sum assured and the bonus amount on the survival of the policyholder at the end of the selected term.
- These warn them that their policies are highly unlikely to produce the sum assured and that they may face a problem in the future.
- The sum assured is doubled in the event of a travel-related accident.
Derivatives
assurer
/ noun ...- In spite of recent market falls, analysts estimate that UK life assurers still have 20-30 billion of such assets.
- In Britain the stock market is now spooked by worries over the financial strength of UK life assurers amid fears that they may have to close to new business.
- Life assurers could face a messy row over misleading customers unless they give a clearer picture of potential losses.
Origin
Late Middle English: from Old French assurer, based on Latin ad- 'to' (expressing change) + securus (see secure).
sure from Middle English:
This is from Old French sur, from Latin securus ‘free from care’. The same Latin word gives us security (Late Middle English), the legal surety (Middle English), and insecure (mid 17th century) ‘not free from care’, as well as assure (Late Middle English). See curate