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19/08/16 The Difference between Assure, Ensure, & Insure


All of these verbs have the general meaning “to make sure.” They sound very similar but, as a matter of fact, they are not interchangeable; their usage is dependent on context. “Assure” is something you do to a person, a group of people, or an animal to remove doubt or anxiety. For example, Seller shall assure Buyer that shipments will be made as herein agreed. “Assure” can only be used with things that are alive. Only things that are alive can feel doubt or anxiety, so only they can be assured of something.

“Ensure” is something you do to guarantee an event or condition. For example, Seller shall ensure that it will have enough supplies and products to fill Buyer’s orders. To ensure means to guarantee something.

“Insure” can be done to a person, place, or thing, but it has to do with limiting financial liability, most commonly by obtaining an insurance policy. For example, “The professionals shall be insured against loss.”

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