assure

verb

uh-SHUUR/əˈʃʊɹ/UKuh-SHOOR/əˈʃʊə(ɹ)/

Formsassures, assuring, assured

4 meanings of assure

1
verbtransitive
To make someone feel certain that something is true or can be trusted.
Like a friend showing you the map so you feel sure about the road ahead.
I assure you that the figures in this report are accurate.
The manager assured the customers that the product met every safety standard.
Similarconvince, promise, reassure, persuade, satisfy
Note
2
verbtransitive
To make something certain to happen or to keep it safe.
Like locking the door at night so you know your home is safe.
These steps assure the safety of every passenger on board.
Good preparation assured a smooth launch on the first day.
Similarensure, guarantee, secure, safeguard, insure
Oppositejeopardize, endanger
Note
3
verbtransitive
To make someone feel calm and less worried again.
Like a parent's hug that tells a frightened child everything is okay.
She assured the scared little boy that the dog was friendly.
A kind nurse can assure a worried patient before an operation.
Similarreassure, comfort, calm, encourage, soothe
Oppositealarm, worry, unsettle, frighten

Less common meaning

4
verbobsolete
To promise firmly that you will do something.
That as a law for euer should endure; / Which to obserue in word of knights they did assure.
1590, Edmund Spenser, The Faerie QueeneHere, assure means firmly promise to do something, giving their word.
Note

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Origin

It comes from Old French asseurer, which came from Latin words meaning "to" and "safe/secure."