Ensure vs. Insure vs. Assure: Three Words, Three Jobs
The Breakdown
- Ensure = to make certain something happens
- Insure = to protect against financial loss (insurance)
- Assure = to tell someone something confidently, to remove doubt
Ensure: Making It Happen
Use “ensure” when you’re guaranteeing an outcome:
- “Double-check to ensure accuracy.” ✓
- “We took steps to ensure success.” ✓
- “Please ensure the door is locked.” ✓
Think: making something certain or secure.
Insure: The Money Word
Use “insure” when money and protection are involved:
- “Did you insure your car?” ✓
- “The painting is insured for $2 million.” ✓
- “We need to insure the shipment.” ✓
If you could add “with a policy” after it, you want “insure.”
Assure: The People Word
Use “assure” when you’re reassuring a person:
- “I assure you, everything is fine.” ✓
- “Let me assure you of our commitment.” ✓
- “She assured him the flight was safe.” ✓
“Assure” needs a person as its object—you assure someone.
The Object Test
- Ensure → followed by a thing or outcome (“ensure success”)
- Insure → followed by property or assets (“insure the house”)
- Assure → followed by a person (“assure the customer”)
Examples Side by Side
| Sentence | Why |
|---|---|
| ”I’ll ensure the report is done.” | Making certain it happens |
| ”We insured the equipment.” | Bought insurance coverage |
| ”I assured her it would work.” | Told a person with confidence |
Common Mistakes
Wrong: “I want to assure the project finishes on time.” Right: “I want to ensure the project finishes on time.” (You’re guaranteeing an outcome, not reassuring a person)
Wrong: “Let me ensure you, we’re handling it.” Right: “Let me assure you, we’re handling it.” (You’re speaking to a person to remove their doubt)
Memory Trick
- Ensure = Event (make an event certain)
- Insure = Insurance (financial protection)
- Assure = Assure someone (person-focused)
Remember
- Ensure = guarantee an outcome
- Insure = buy protection for assets
- Assure = tell someone with confidence