[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; :
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.
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

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.


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