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B1 verb #38 le plus courant 14 min de lecture

assure

Top 38

At the A1 level, 'assure' is a bit difficult. You probably know the word 'promise'. 'Assure' is like a more serious version of 'promise'. Imagine you are telling a friend, 'Don't worry, I will help you.' That is the feeling of 'assure'. At this level, you don't need to use it often, but you might see it in simple stories or hear it in a classroom. For example, a teacher might say, 'I assure you, this test is easy.' They want you to feel happy and not scared. You can think of it as 'telling someone something is okay so they feel good.' It is always about talking to another person. You cannot 'assure' a dog or a chair; you 'assure' people. Just remember: Assure = Promise + Make someone feel good. It is a very kind word to use when someone is nervous. Even if you don't use it yet, knowing it helps you understand when people are trying to be nice to you.

At the A2 level, you can start to use 'assure' in simple sentences. It is very useful for basic social interactions. When you want to tell someone 'I am 100% sure,' you can use 'assure'. The most important thing to learn is the structure: 'I assure you...' You always need the word 'you' or another person after 'assure'. For example, 'I assure you the food is delicious.' This is better than just saying 'The food is delicious' because it shows you are taking responsibility for the statement. You are helping the other person trust you. You might also hear this in shops. A shopkeeper might say, 'I assure you this is the best price.' They are trying to make you feel confident about buying something. It is a 'trust' word. Try using it when you want to be very helpful or when you want someone to stop worrying about a small problem. It makes your English sound a bit more polite and professional than just using 'promise' all the time.

As a B1 learner, 'assure' is a key word for your vocabulary. This is the level where you need to distinguish between 'assure', 'ensure', and 'insure'. Remember: you 'assure' a person (to give them confidence), you 'ensure' a result (to make it happen), and you 'insure' an object (for money). At B1, you should be comfortable using the pattern 'assure someone that...'. For example, 'I assured my manager that the project would be finished on Friday.' This shows you can handle professional communication. You should also recognize the phrase 'rest assured'. If you see 'Rest assured that...', it means 'You can be completely certain that...'. This is very common in business emails. Using 'assure' correctly at this level shows that you understand the social nuances of English. It’s not just about the facts; it’s about how you manage the feelings of the person you are talking to. It’s a great word for building rapport and showing that you are a reliable person.

At the B2 level, you should be able to use 'assure' with more complex structures and in more formal contexts. You should be familiar with the 'assure someone of something' pattern, such as 'The company assured its employees of their job security.' This is more sophisticated than using a 'that' clause. You should also be able to use the passive voice: 'We were assured that the problem had been fixed.' This is common in formal reporting. At B2, you should also understand the subtle difference between 'assure' and 'reassure'. While 'assure' is about giving a guarantee, 'reassure' is specifically about removing someone's existing fears. If a friend is crying, you 'reassure' them. If a client is asking about a contract, you 'assure' them. You can also use 'assure' reflexively: 'She assured herself that she was ready for the presentation.' This adds depth to your descriptions of people's thoughts. Your use of 'assure' should feel natural in both spoken and written business English.

At the C1 level, you are expected to use 'assure' with total precision and variety. You understand its role in rhetoric and persuasion. For instance, you might use it to preemptively address a listener's doubts in a complex argument: 'While the costs are high, I can assure you that the long-term benefits far outweigh the initial investment.' You also recognize its use in legal and highly formal documents, where 'assurance' might refer to a specific type of insurance or a formal pledge. You should be able to identify when 'assure' is being used ironically or manipulatively in literature. For example, a character who 'assures' too much might be seen as untrustworthy. You also understand the historical development of the word and how it relates to other 'sure' words like 'ascertain' or 'ensure'. Your use of the word should be effortless, and you should be able to choose between 'assure' and its many synonyms (affirm, assert, guarantee, pledge) based on the exact tone and register you want to achieve.

At the C2 level, 'assure' is a tool you use with stylistic flair. You understand its most subtle connotations and can use it to create specific effects in your writing and speech. You might use the noun form 'assurance' to describe a person's manner: 'He spoke with such assurance that no one thought to question his credentials.' Here, it's not just about a promise, but about a quality of character—self-confidence. You are also aware of the technical uses of 'assurance' in fields like Quality Assurance (QA) or life assurance (a specific type of insurance in the UK). You can navigate the most formal registers, using 'assure' in diplomatic or high-level legal contexts where every word is scrutinized. You might also use it in creative writing to subtly signal a character's authority or their attempt to dominate a conversation. At this level, 'assure' is no longer just a vocabulary item; it is a versatile instrument for nuanced communication, allowing you to manage complex interpersonal dynamics with a single word.

Entraîne-toi Exemples Notes et astuces

assure en 30 secondes

Assure is a verb used to make someone feel certain or confident by giving them a promise or guarantee.
It always requires a person as the direct object (e.g., 'assure you', 'assure him').
It is commonly confused with 'ensure' (to make sure) and 'insure' (to protect with money).
Common patterns include 'assure someone that...' and 'assure someone of something'.

The verb assure is a powerful tool in the English language, primarily used to build trust and eliminate doubt. At its core, to assure someone is to give them a firm promise or a guarantee that something is true or will happen. Unlike simply stating a fact, assuring involves an emotional or psychological component: you are actively trying to make the other person feel confident and secure. It is a bridge between a speaker's intention and a listener's peace of mind. In professional settings, it functions as a verbal contract of reliability, while in personal relationships, it serves as a form of emotional support.

The Core Function: To remove doubt by providing a personal guarantee or a confident statement of fact.

When you use 'assure', you are putting your own reputation or authority behind the statement. It is often followed by a direct object—the person receiving the assurance—and then the information being guaranteed. For example, 'I assure you that the report is accurate.' Here, 'you' is the person being comforted, and the accuracy of the report is the fact being guaranteed. This structure is vital because 'assure' is inherently interpersonal; you cannot simply 'assure' a fact into existence; you must assure *someone* of that fact.

The doctor took a moment to assure the nervous patient that the procedure was routine and safe.

In terms of register, 'assure' leans toward the formal or semi-formal. You will frequently encounter it in business correspondence, customer service interactions, and official speeches. It carries a weight of responsibility. If a company assures its customers of data privacy, it is making a significant claim that impacts its brand image. In everyday conversation, it might be used to settle an argument or provide comfort to a friend who is worried about a future event. It is the verbal equivalent of a firm handshake or a reassuring pat on the shoulder.

Social Context: Used when there is a perceived risk or uncertainty that needs to be addressed by an authority figure or a trusted peer.

Furthermore, 'assure' is distinct from 'ensure' and 'insure', though they are often confused. While 'ensure' means to make sure something happens through action, 'assure' means to make someone *feel* sure through words. If you ensure a door is locked, you turn the key. If you assure your roommate the door is locked, you tell them so they stop worrying. This distinction is crucial for B1 learners to master, as it elevates their precision in communication. Using 'assure' correctly shows a high level of social awareness and linguistic control.

I can assure you that every possible precaution has been taken to protect your interests.

In summary, 'assure' is about the transfer of confidence. It is a communicative act that targets the listener's state of mind. Whether you are a manager speaking to an employee, a salesperson speaking to a client, or a parent speaking to a child, 'assure' is your go-to verb for providing certainty in an uncertain world. It requires a level of sincerity; to assure someone falsely is a serious breach of trust, which is why the word carries such weight in English-speaking cultures.

Nuance of Confidence: It implies that the speaker has the knowledge or power to back up their claim, making the listener feel safe.

Let me assure you, this is not the last time we will meet.

They assured the public that the water supply was completely safe to drink.

Mastering the grammatical structures of assure is essential for clear communication. The most common pattern is [Subject] + [assure] + [Person] + [that-clause]. This structure allows you to identify who is giving the promise, who is receiving it, and what the promise is about. For example, 'The airline assured the passengers that the flight would depart soon.' Notice how 'the passengers' is the direct object. Without this object, the sentence would feel incomplete or grammatically incorrect in most contexts.

Pattern 1: Assure + Person + That: 'I assure you that we are doing our best.' (The most common and versatile structure).

Another frequent pattern is [Subject] + [assure] + [Person] + [of + Noun Phrase]. This is used when you want to guarantee a specific quality or outcome without using a full sentence clause. For instance, 'She assured him of her support.' This is slightly more formal and concise. It focuses on the 'thing' being guaranteed (support, quality, success) rather than an action. It is very common in business writing, such as 'We assure you of our best attention at all times.'

The manager assured the client of the team's total commitment to the project deadline.

The passive voice is also quite common with 'assure', particularly in the phrase 'be assured'. This is often used to start a sentence or as a concluding remark to provide comfort. 'Please be assured that your feedback is being reviewed.' This shifts the focus away from the person doing the assuring and onto the state of certainty being offered to the listener. It sounds professional and polite, making it a staple of corporate communication and formal letters.

Pattern 2: Assure + Person + of + Something: 'He assured me of his honesty.' (Focuses on a specific attribute or noun).

In more complex sentences, 'assure' can be used with reflexive pronouns when someone is trying to convince themselves of something. 'He assured himself that he had turned off the stove before leaving.' This usage highlights internal doubt and the mental effort to overcome it. While less common than assuring others, it is a nuanced way to describe a character's internal state in literature or storytelling.

I can assure you, the results will speak for themselves once the trial is complete.

Finally, consider the idiomatic use 'Rest assured'. This is a fixed expression meaning 'you can be certain'. It is almost always followed by a 'that' clause. 'Rest assured that we are doing everything in our power.' It is a very strong way to end a conversation or a letter when you want to leave the other person with a feeling of absolute confidence. It is more emphatic than simply saying 'I assure you'.

Pattern 3: Rest assured that...: 'Rest assured that your secret is safe with me.' (A fixed, emphatic expression of certainty).

The police assured the neighborhood that patrols would be increased immediately.

We assure our investors of a steady growth rate over the next fiscal year.

You will encounter assure in a variety of real-world contexts, ranging from high-stakes politics to everyday customer service. In the world of business, it is a 'power verb'. When a CEO speaks to shareholders, they don't just say things are fine; they *assure* the shareholders that the company is on the right track. This word is chosen specifically to project confidence and stability, which are vital for maintaining stock prices and investor trust. If you work in an office, you might hear it in meetings when a project lead needs to calm a worried manager.

Customer Service: 'I can assure you, sir, that your refund is being processed as we speak.' (Used to de-escalate tension).

In customer service, 'assure' is a de-escalation tool. When a customer is angry or worried about a late delivery or a broken product, the representative uses 'assure' to regain control of the situation. By saying 'I assure you we are looking into this,' the representative is not just giving information; they are offering a psychological safety net. It signals that the company is taking responsibility. You will hear this frequently in call centers, retail environments, and online support chats.

The tech support agent assured me that my data would not be lost during the software update.

Politics and news media are other common arenas for this word. Politicians use 'assure' to provide comfort to the public during crises. Whether it's a natural disaster, an economic downturn, or a health emergency, the phrase 'The government assures the public...' is a standard part of the political lexicon. It is meant to prevent panic. Journalists often report these assurances, sometimes critically, by asking whether the facts actually support the assurances being given. This makes 'assure' a key word for understanding news broadcasts and political commentary.

Medical Contexts: 'The surgeon assured the family that the operation had been a complete success.' (Used to provide relief).

In healthcare, 'assure' is part of 'bedside manner'. Doctors and nurses use it to comfort patients who are facing frightening diagnoses or surgeries. A doctor might say, 'I assure you, we have the best team working on your case.' This use of the word is deeply human and empathetic. It highlights the role of language in healing and emotional management. If you watch medical dramas on TV, you will hear this word used in almost every episode during scenes of high emotional tension.

The flight attendant assured the passengers that the turbulence was perfectly normal for this route.

Finally, you will find 'assure' in literature and film, often used by characters who are trying to hide something or who are being particularly manipulative. A villain might say, 'I assure you, my intentions are entirely honorable,' while the audience knows the opposite is true. This creates dramatic irony. Understanding the weight of 'assure' helps you catch these subtle character cues in English-language media. It is a word that carries the burden of truth, making it a powerful tool for both honest people and those who wish to deceive.

Legal and Formal Agreements: 'The contractor assured the homeowner that all building codes would be strictly followed.'

He assured his parents that he was studying hard, even though he spent most of his time at the gym.

The bank assured its clients that their deposits were fully insured by the government.

The most frequent mistake learners make with assure is confusing it with its 'cousins': ensure and insure. While they all relate to making something certain, they are used in very different ways. 'Assure' is about people and feelings. You assure a person to make them feel better. 'Ensure' is about actions and results. You ensure that a task is finished. 'Insure' is about money and risk. You insure your car against accidents. Mixing these up is a classic error even for advanced learners.

The 'Person' Rule: Incorrect: 'I will assure that the work is done.' Correct: 'I will ensure that the work is done' OR 'I will assure *you* that the work is done.'

Another common error is omitting the direct object. As mentioned before, 'assure' is a transitive verb that almost always needs a person as an object. Learners often say 'I assure that...' which sounds incomplete to a native speaker. You must say 'I assure *you* that...' or 'I assure *him* that...'. This is a structural requirement that distinguishes 'assure' from 'ensure'. If there is no person being comforted or promised, you should probably be using 'ensure'.

Don't say: 'The company assures the quality.' Say: 'The company ensures the quality' or 'The company assures customers of the quality.'

Learners also struggle with the preposition 'of'. When using the pattern [Assure + Person + of + Noun], they sometimes use 'about' or 'on' instead. For example, 'I assured him about the safety' is less natural than 'I assured him of the safety.' While 'about' might be understood, 'of' is the standard collocation that marks a proficient speaker. Small prepositional errors like this can make your English sound 'translated' rather than natural.

Confusing with Reassure: While similar, 'reassure' implies the person was *already* worried. 'Assure' is more about the initial promise.

Finally, there is the issue of overusing 'assure' in informal contexts. While it's not 'wrong' to say 'I assure you I'll be at the party' to a close friend, it can sound a bit stiff or overly dramatic. In casual settings, 'I promise' or 'I'm telling you' are often more appropriate. Using 'assure' too much in daily life can make you sound like a customer service representative or a politician, which might not be the vibe you're going for with your friends.

Incorrect: 'I assured my car for $10,000.' Correct: 'I insured my car for $10,000.'

Incorrect: 'He assured that he would come.' Correct: 'He assured me that he would come.'

To truly master assure, you must understand how it compares to its synonyms. The most common alternative is promise. While they share the same basic meaning, 'promise' is much more common in everyday, informal English. You promise your friend you'll call them; you assure your boss the project is on track. 'Assure' carries a professional weight that 'promise' sometimes lacks. It suggests a higher level of certainty and a more formal commitment.

Assure vs. Reassure: 'Assure' is the act of giving certainty. 'Reassure' is the act of *restoring* certainty to someone who is already anxious.

Guarantee is another close relative. A guarantee is often more formal and sometimes legal. While you can assure someone with words, a guarantee often implies a backup plan if things go wrong (like a money-back guarantee). If you 'guarantee' success, you are making a very bold claim. 'Assure' is slightly softer; it's about the feeling of certainty you provide to the other person through your words and character.

The salesman guaranteed the car would last, but he assured me personally that he would help if it didn't.

In more formal or academic contexts, you might use affirm or assert. To 'affirm' is to state something as a fact strongly, often in a legal or religious context. To 'assert' is to state something confidently but without necessarily trying to comfort the listener. 'Assure' remains unique because of its focus on the listener's peace of mind. It is the most 'human-centric' of these certainty-related verbs. It's not just about the truth; it's about the person hearing the truth.

Assure vs. Convince: To 'convince' someone is to change their mind using logic or evidence. To 'assure' someone is to give them your word so they stop worrying.

Finally, consider pledge and vow. These are very high-register words. You might 'vow' to seek revenge or 'pledge' money to a charity. They are much more intense than 'assure'. 'Assure' is the workhorse of professional certainty—it's strong enough for a business contract but gentle enough for a conversation with a worried friend. Understanding these subtle differences allows you to choose the exact right 'flavor' of certainty for any situation.

I pledge my allegiance to the flag, but I assure you my heart is with my family.

The witness affirmed that the statement was true to the best of her knowledge.

How Formal Is It?

Formel

Neutre

Informel

Child friendly

Argot

Le savais-tu ?

The word 'assure' is the linguistic ancestor of 'insurance'. In the past, 'assurance' was the common term for what we now call life insurance.

Guide de prononciation

UK /əˈʃɔː(r)/

US /əˈʃʊr/

The stress is on the second syllable: a-SSURE.

Rime avec

ensure insure pure cure lure mature secure obscure

Erreurs fréquentes

Pronouncing the 'a' too strongly (it should be a schwa /ə/).
Confusing the 'sh' sound with an 's' sound.
Rhyming it with 'azure' (which has a 'zh' sound).
Making the 'r' too silent in American English.
Stress on the first syllable.

Niveau de difficulté

Lecture 3/5

Common in news and formal writing, but the meaning is usually clear from context.

Écriture 4/5

Difficult to remember the 'person' object and to distinguish from 'ensure'.

Expression orale 3/5

Useful for professional speaking but requires correct preposition 'of'.

Écoute 2/5

Easy to recognize, though the 'a' sound can be very short.

Quoi apprendre ensuite

Prérequis

sure promise safe certain tell

Apprends ensuite

ensure insure guarantee convince reassure

Avancé

ascertain affirm pledge vow certify

Grammaire à connaître

Transitive Verbs with Indirect Objects

You must say 'assure *me*' not just 'assure'.

That-Clauses as Objects

I assure you *that the world is round*.

Prepositional Phrases with 'Of'

He assured me *of his help*.

Reflexive Pronouns

She assured *herself* that she was right.

Passive Voice in Formal English

We *were assured* that the flight was on time.

Exemples par niveau

I assure you, the cat is friendly.

I promise you the cat is nice.

Assure + you (person).

The teacher assured the class that the game was fun.

The teacher told the students the game was good.

Past tense: assured.

I assure you, I am okay.

I promise I am fine.

Used to comfort someone.

Mom assured me that dinner was ready.

Mom told me dinner was finished.

Assure + me (person).

He assured his friend that he would help.

He promised his friend help.

Assure + friend + that-clause.

I assure you, the water is not cold.

I promise the water is warm.

Simple present tense.

She assured the boy that he was safe.

She told the boy he was safe.

Emotional context.

I assure you, this is the right way.

I promise this is the correct road.

Giving directions.

The waiter assured us that the food was fresh.

The waiter promised the food was new.

Assure + us (plural person).

I can assure you that the bus will arrive soon.

I can promise the bus is coming.

Modal 'can' + assure.

She assured her parents that she was studying.

She told her parents she was working.

Reporting a promise.

The doctor assured the patient that the pain would stop.

The doctor promised the pain would go away.

Professional context.

I assure you, I didn't forget your birthday.

I promise I remembered your birthday.

Negative 'didn't' in the clause.

He assured me of his help with the homework.

He promised to help with school work.

Assure + me + of + noun.

The guide assured the tourists that the weather would be fine.

The guide promised good weather.

Future 'would' in the clause.

I assure you, this phone is very easy to use.

I promise the phone is simple.

Sales context.

I can assure you that we are doing everything possible to resolve the issue.

I promise we are working hard to fix the problem.

Formal de-escalation.

The manager assured the staff of their bonuses.

The manager promised the staff extra money.

Assure + person + of + noun.

Rest assured that your information is safe with us.

You can be sure your data is protected.

Fixed idiom: Rest assured.

He assured me that the car had been serviced recently.

He promised the car was checked by a mechanic.

Past perfect in the clause.

The airline assured the passengers that the delay was only temporary.

The airline promised the wait would be short.

Corporate communication.

I assure you, there is no reason to be alarmed.

I promise you don't need to be scared.

Removing doubt/worry.

She assured herself that she had packed everything for the trip.

She convinced herself she was ready.

Reflexive: assured herself.

The company assured its customers of the product's quality.

The company promised the product was good.

Formal business usage.

The minister assured the public that the economy was stabilizing.

The politician promised the economy was getting better.

Political context.

We were assured that the documents would be delivered by noon.

Someone promised us the papers would arrive.

Passive voice: were assured.

He assured me of his unwavering loyalty to the cause.

He promised he would always be loyal.

Formal/Literary tone.

I can assure you, the transition will be seamless.

I promise the change will be smooth.

Professional jargon: 'seamless transition'.

The witness assured the court that she was telling the truth.

The witness promised the court she was honest.

Legal context.

The developer assured the residents that the park would be preserved.

The builder promised to keep the park.

Community context.

I assure you, this decision was not made lightly.

I promise we thought a lot about this choice.

Emphatic formal statement.

They assured us of their full cooperation in the investigation.

They promised to help with the police work.

Assure + of + cooperation.

The CEO sought to assure investors that the merger would yield significant synergies.

The boss tried to promise the merger would work well.

High-level business vocabulary.

I can assure you, with the utmost confidence, that our strategy is sound.

I am completely sure our plan is good.

Adverbial phrase 'with the utmost confidence'.

The treaty assured the neighboring nations of a lasting peace.

The agreement promised the countries peace.

Diplomatic context.

She spoke with such poise that she assured everyone of her competence.

She was so calm that everyone knew she was good.

Assure + of + competence.

The scientist assured the committee that the findings were peer-reviewed.

The expert promised the data was checked by others.

Academic context.

I assure you, the implications of this discovery are profound.

I promise this discovery is very important.

Formal/Intellectual context.

He was assured by his lawyers that the contract was ironclad.

His lawyers promised the contract was perfect.

Passive voice + legal jargon.

The government assured the citizens that civil liberties would be protected.

The state promised to keep people's rights.

Political/Legal context.

The diplomat's primary task was to assure the allies of the nation's continued commitment to the pact.

The diplomat had to promise the allies they were still partners.

Nuanced diplomatic usage.

One must assure oneself of the veracity of the claims before proceeding with the litigation.

You must be sure the claims are true before suing.

Reflexive 'oneself' + formal vocabulary.

The author assured her readers that the final volume would resolve all lingering mysteries.

The writer promised to answer all questions in the last book.

Literary context.

Despite the setbacks, the captain assured the crew of their eventual success.

Even with problems, the leader promised they would win.

Leadership context.

The architect assured the patrons that the structure's aesthetic would remain uncompromised.

The builder promised the building would still look beautiful.

Artistic/Professional context.

I assure you, the nuances of this case are far more complex than they appear.

I promise this situation is very complicated.

Intellectual/Analytical context.

The philosopher assured his students that the pursuit of truth was its own reward.

The thinker promised that finding truth is good.

Philosophical context.

She was assured of a place in history after her groundbreaking discovery.

She was certain to be famous forever.

Passive voice + metaphorical 'place in history'.

Collocations courantes

assure someone that

assure someone of

rest assured

can assure you

solemnly assure

hasten to assure

be assured of

assure the public

assure investors

assure oneself

Phrases Courantes

I can assure you

Let me assure you

Rest assured

I assure you of my best attention

Assure the success of

Assure someone's future

You may be assured

I hasten to assure you

Assure someone's safety

Assure a victory

Souvent confondu avec

assure vs ensure

Ensure means to make sure an event happens. Assure means to make a person feel sure.

assure vs insure

Insure means to protect something with an insurance policy (money).

assure vs reassure

Reassure is used when someone is already worried; assure is the general act of promising.

Expressions idiomatiques

"Rest assured"

To be completely certain about something; to not worry.

Rest assured, we will find a solution.

Formal

"Assure one's place"

To guarantee that someone will be remembered or included.

This discovery will assure her place in history.

Neutral

"Make double sure"

While not using 'assure', it's the informal equivalent of ensuring/assuring.

I'll make double sure the door is locked.

Informal

"Take someone's word for it"

To believe someone's assurance without proof.

I'll take your word for it that the car works.

Informal

"Give someone your word"

To make a serious promise or assurance.

I give you my word I'll be there.

Neutral

"Seal the deal"

To make an agreement certain.

His final assurance sealed the deal.

Idiomatic

"Beyond a shadow of a doubt"

To be completely assured of something.

I am assured of his guilt beyond a shadow of a doubt.

Formal

"Put someone's mind at ease"

The goal of assuring someone.

The doctor's words put my mind at ease.

Neutral

"Bank on it"

To be so assured of something that you would bet on it.

It will rain today, you can bank on it.

Informal

"For sure"

The simplest informal way to express assurance.

I'll be there for sure.

Slang/Informal

Facile à confondre

assure vs ensure

They sound similar and both mean 'to make sure'.

Assure is for people/feelings; Ensure is for actions/results.

I assure you (person) that I will ensure (action) the door is locked.

assure vs insure

They sound almost identical in some accents.

Insure is only for financial protection or risk management.

I need to insure my car, but I assure you I am a good driver.

assure vs reassure

They have the same root and similar meanings.

Reassure implies the person was already anxious or had doubts before you spoke.

He had to reassure his crying child, but he assured his boss the work was done.

assure vs ascertain

Both involve being 'sure'.

Ascertain means to find out the truth through investigation; assure means to tell someone the truth.

I must ascertain the facts before I can assure you of the outcome.

assure vs guarantee

Both mean to give a promise.

Guarantee often involves a legal or official backup; assure is more about verbal confidence.

I assure you the watch is good; the company guarantees it for two years.

Structures de phrases

I assure you [sentence].

I assure you it is true.

Subject + assure + Person + that + [sentence].

The bank assured me that the money was sent.

Rest assured that [sentence].

Rest assured that we are working on it.

Subject + assure + Person + of + [noun].

She assured him of her loyalty.

Subject + be + assured + that [sentence].

You may be assured that we will help.

Subject + assure + Reflexive Pronoun + that [sentence].

He assured himself that he was safe.

Hasten to assure + Person + that [sentence].

I hasten to assure you that I am not angry.

Assure + Person + of + [abstract noun].

The treaty assured the world of a new era of peace.

Famille de mots

Noms

Verbes

Adjectifs

Apparenté

Comment l'utiliser

frequency

Common in professional and formal contexts; less common in casual slang.

Erreurs courantes

I assure that the work is done. → I assure you that the work is done.
Assure needs a person as an object.
I assured my car last week. → I insured my car last week.
Use 'insure' for financial protection.
The teacher assured to help us. → The teacher assured us that she would help.
Assure is not usually followed directly by an infinitive (to help).
I assured him about the safety. → I assured him of the safety.
The preposition 'of' is more natural with 'assure'.
Please ensure me that you are okay. → Please assure me that you are okay.
Use 'assure' when talking to a person to make them feel better.

Astuces

The Person Rule

Always put a person (me, you, him, the client) after the word 'assure'.

Assure vs Ensure

Remember: Assure = Person, Ensure = Action. This is the most common mistake.

Professionalism

Use 'assure' in emails to show you are taking a customer's concerns seriously.

Tone of Voice

When you say 'I assure you', use a calm and steady voice to sound more believable.

The 'A' Connection

Assure starts with A, just like 'Appease' or 'Address a person'.

Using 'Of'

Try the pattern 'assure someone of something' to make your writing sound more advanced.

Context Clues

If you hear 'assure', look for the person being comforted in the sentence.

Don't use for money

Never use 'assure' when you mean 'insure' (like for a car or house).

Rest Assured

This is a great phrase to memorize for formal letters and emails.

Reflexive Use

Use 'assure myself' to describe overcoming your own doubts.

Mémorise-le

Moyen mnémotechnique

Assure starts with 'A' for 'Address a person'. You always assure a person.

Association visuelle

Imagine a person putting their hand on another person's shoulder and saying 'It's okay.' That is the act of assuring.

Word Web

Trust Promise Confidence Certainty People Safety Guarantee Words

Défi

Try to use 'assure' in a sentence today when you want to help a friend feel better about a problem.

Origine du mot

From the Old French word 'asseurer', which comes from the Late Latin 'assecurare'. The Latin roots are 'ad-' (to) and 'securus' (safe/secure).

Sens originel : To make safe or to give security to someone.

Romance (via Latin and French) into Germanic (English).

Contexte culturel

Be careful not to 'assure' someone if you aren't certain, as it can be seen as lying or being manipulative if the promise is broken.

It is a key word for politeness and professional distance. It sounds more reliable than 'I think' or 'I believe'.

'I assure you, our intentions are honorable' (Common trope in movies). Quality Assurance (QA) in technology. The phrase 'Rest Assured' in thousands of customer service emails.

Pratique dans la vie réelle

Contextes réels

Business Meetings

I assure you the deadline will be met.
We assure you of our quality.
Rest assured the budget is safe.
I can assure you of his skills.

Customer Service

I assure you we are fixing it.
Please be assured of a refund.
I can assure you, sir.
We assure you of our best service.

Medical/Health

The doctor assured me.
Assure the patient.
I assure you it won't hurt.
Assure them of the results.

Personal Relationships

I assure you I love you.
She assured him she was fine.
Assure your friend.
I assure you I'll be there.

Politics/News

The president assured the nation.
Assure the public of safety.
They assured the voters.
Officials assured the press.

Amorces de conversation

"How do you feel when someone assures you that everything will be okay?"

"Can you assure me that you will finish your homework today?"

"In your country, do politicians often assure the public of things that don't happen?"

"What is something you can assure your friends about your personality?"

"Has a doctor ever assured you about a health problem?"

Sujets d'écriture

Write about a time someone assured you of something and they were right. How did it make you feel?

Why is it important for a leader to be able to assure their team during a crisis?

Compare the words 'assure' and 'promise'. Which one do you use more often and why?

Describe a situation where you had to assure yourself that you could do something difficult.

If you were a CEO, how would you assure your customers that their data is safe?

Questions fréquentes

10 questions

No, 'assure' almost always needs a person as an object. You should say 'I assure you that...' or 'I ensure that...' if there is no person.

Assure is giving a promise. Reassure is giving a promise to someone who is already worried or scared. Reassure is more emotional.

Yes, it is more formal than 'promise'. It is very common in business and official communication.

It is a fixed phrase. You use it to tell someone not to worry. Example: 'Rest assured that we will help you.'

Yes, you can use reflexive pronouns. 'I assured myself that I had the keys.' It means you convinced yourself.

Yes, it is common in all types of English. In the UK, it is also used in 'Life Assurance'.

Generally no. You assure people. You ensure that objects work or that events happen.

The noun is 'assurance'. It means a promise or a feeling of confidence.

No. 'Insure' is about money and insurance companies. 'Assure' is about words and trust.

Use 'assure' in professional settings or when you want to sound more serious and confident.