assure — ensure — insure
IN ORDINARY USAGE:
“Assure”, for the right pronunciation of this word, please click here, is ‘to say something positively with confidence; to cause somebody (or oneself) to believe in something; to promise; to make certain’,
e.g.
He assured his employer that he would work hard.
She assured herself that the umbrella was in her bag.
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“Ensure”, for the right pronunciation of this word, please click here, is ‘to make certain, safe, secure of something; to do something that is necessary for something to happen’,
e.g.
Please ensure that the TV is switched off before you go to bed.
I have sent the letter by registered post to ensure that it reaches its destination safely.
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“Insure”, for the right pronunciation of this word, please click here, is ‘to make a contract with a business establishment (a company) covering a person’s life or valuables such as cars, jewellery, etc. by paying small amounts of money in instalments so that the company pays back the agreed lump sum in case some disaster should happen to the items covered’,
e.g.
My car is insured against theft.
(So, I receive money if it is stolen.)
I am insured.
(So, my dependants receive money when I die.)
Common Errors:
1. They ensure her that they will do their best to find her missing daughter. [wrong]
They ensure that her missing daughter is found. [right]
OR
They assured her that they will do their best to find her missing daughter. [right]
2. He assured that my name would be on the list. [wrong]
He assured me that my name would be on the list. [right]
We assure someone or ourselves that something or someone is taken care of, and we ensure that something or someone is taken care of.
