Assure
/əˈʃʊr/
Definitions
To tell someone that something is definitely true or will definitely happen, so that they are less worried.
/əˈʃʊr/
To remove doubt or fear from someone.
He assured me that he would be on time.
💡 Simply: To make someone feel certain or confident.
More Examples
The doctor assured her that the operation was successful.
How It's Used
"I assure you, everything will be alright."
"We assure our customers of the highest quality products."
Idioms & expressions
assure oneself of something
To verify or confirm something for oneself.
"Before proceeding, he assured himself of the accuracy of the data."
From Old French 'assurer', from 'asseurer' (to make sure, secure), ultimately from Latin 'ad-' (to) + 'securare' (to make safe).
Historically, 'assure' held a stronger connotation of making something safe or secure, a nuance that is less prominent in modern usage.
Memory tip
Think of 'sure' - it makes something certain.
Word Origin
"to make safe"