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You are here: Home / Editing / Insure, Ensure, or Assure?

Insure, Ensure, or Assure?

February 5, 2006 By Administrator

Have you ever written, “We will do everything in our power to insure that your shipment arrives before Friday”? Was this correct? It’s not incorrect, but there’s a better way to use it.

There are three words that confuse people: insure, ensure, and assure.


INSURE means to protect against loss. Example – I’m going to insure the shipment for $5,000.00.

ENSURE means to make sure, make certain, to guarantee. Example – I will ensure that the shipment arrives by Friday.

ASSURE means to give the person confidence, to inform positively. The object of the verb “assure” should always refer to a person. Example – I assure you, we’ll do all possible to get the shipment there by Friday.

Let’s try using all three in one sentence: I assure you, we’ll do all possible to ensure that the insured shipment arrives on time.

To recap:
INSURE: protect against loss
ENSURE: guarantee, make certain
ASSURE: give confidence

Filed Under: Editing, Grammar, Language

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