The Wall Street Journal | August 22, 2023
"Fed Chairman assures markets of continued stability measures"
Ensure vs. Insure vs. Assure
The '30 Seconds' Difference At A Glance
'Ensure' means to make certain something will happen. 'Insure' means to provide or obtain insurance coverage. 'Assure' means to tell someone confidently that something is true or will happen.
The manager will ensure the project succeeds, the company will insure against potential losses, and I can assure you we'll meet the deadline.
A Deeper Look
'Ensure' means making something definite or making sure it will happen. When you ensure something, you're taking action to make it happen or prevent problems.
Check the map to ensure you don't get lost.
The caf� staff ensures all tables are cleaned between customers.
'Insure' is specifically about insurance and protecting against loss. It's what insurance companies do, or what you do when you buy insurance.
Don't forget to insure your new phone against damage.
We need to insure the house before we move in.
'Assure' is what you do when you tell someone not to worry - you're giving them confidence that something is true or will happen.
I can assure you that the package will arrive tomorrow.
The teacher assured parents that the school trip was well organised.
Common Usage Patterns
Ensure
"Ensure quality"
"Ensure compliance"
"Ensure safety"
Insure
"Insure against loss"
"Insure property"
"Insure vehicles"
Assure
"Assure someone that..."
"Assure the client"
"Assure the public"
Key Patterns
Ensure: followed by what is being guaranteed
Insure: followed by what is being protected or "against" something
Assure: must have a person or group as the object
What Teachers Say
"Business writing often confuses these three. The key is the object: if you're telling a person something, use 'assure'. If you're getting insurance, use 'insure'. For everything else, use 'ensure'."
-- Victoria, Toronto
"American students often use 'insure' broadly, but in international business, it's better to restrict it to actual insurance contexts. 'Ensure' is the safe choice for guaranteeing results."
-- Richard, Singapore
"The easiest way to remember 'assure': it always needs a human object. You can ensure success and insure property, but you can only assure people."
-- Emma, Leeds
From The Headlines
Financial Times | May 15, 2016
"New measures ensure stricter oversight of banking sector"
The Times | October 3, 2011
"Companies rush to insure assets against cyber threats"
The New York Times | March 8, 2009
"Treasury seeks to ensure banks properly insure high-risk investments"
Test Yourself!
1. The company needs to _______ its valuable artwork against damage.
2. Can you _______ the customers that we will _______ timely delivery?
3. The broker will _______ clients about investment risks while helping them _______ their portfolios and _______ against market losses.
