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[uh-shoo r, uh-shur] /əˈʃʊər, əˈʃɜr/
verb (used with object), assured, assuring.
to declare earnestly to; inform or tell positively; state with confidence to:
She assured us that everything would turn out all right.
to cause to know surely; reassure:
He assured himself that no one was left on the bus.
to pledge or promise; give surety of; guarantee:
He was assured a job in the spring.
to make (a future event) sure; ensure:
This contract assures the company's profit this month.
to secure or confirm; render safe or stable:
to assure a person's position.
to give confidence to; encourage.
Chiefly British. to insure, as against loss.
Origin of assure
1325-75; Middle English as(e)uren, assuren < Old French aseurer < Late Latin assēcūrāre, equivalent to Latin as- as- + sēcūr- (see secure) + -ā- thematic vowel + -re infinitive suffix
Related forms
assurer, assuror, noun
interassure, verb (used with object), interassured, interassuring.
preassure, verb (used with object), preassured, preassuring.
unassuring, adjective Unabridged
Based on the Random House Dictionary, © Random House, Inc. 2015.
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Examples from the Web for assuring
Contemporary Examples
Historical Examples
  • I telegraphed at once to the governor, assuring him of my interest in the case and requesting information.

    Shining Ferry Sir Arthur Thomas Quiller-Couch
  • And that for one who had apparently deceived her in assuring her that her heart was free?

    Clarissa, Volume 2 (of 9) Samuel Richardson
  • He crushed her against him and returned her kisses, assuring her that she was.

    Graveyard of Dreams Henry Beam Piper
  • assuring Adams therefore of this truth, he begged him to give some account how he came there.

    Joseph Andrews, Vol. 2 Henry Fielding
  • He had been very steady in assuring these wretched ones that they might go or stay, as they pleased.

    John Caldigate Anthony Trollope
British Dictionary definitions for assuring


verb (transitive; may take a clause as object)
to cause to feel sure or certain; convince: to assure a person of one's love
to promise; guarantee: he assured us that he would come
to state positively or with assurance
to make (an event) certain; ensure
(mainly Brit) to insure against loss, esp of life
(property law) another word for convey
Derived Forms
assurable, adjective
assurer, noun
Word Origin
C14: from Old French aseürer to assure, from Medieval Latin assēcūrāre to secure or make sure, from sēcūrussecure
Collins English Dictionary - Complete & Unabridged 2012 Digital Edition
© William Collins Sons & Co. Ltd. 1979, 1986 © HarperCollins
Publishers 1998, 2000, 2003, 2005, 2006, 2007, 2009, 2012
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Word Origin and History for assuring



late 14c., from Old French asseurer (12c., Modern French assurer) "to reassure, calm, protect, to render sure," from Vulgar Latin *assecurar, from Latin ad- "to" (see ad-) + securus "safe, secure" (see secure (adj.)). Related: Assured; assuring.

Online Etymology Dictionary, © 2010 Douglas Harper
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