Assure Versus Ensure Versus Insure

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Quick and Dirty "Ensure," "Assure," Insure" Tip

So the quick and dirty tip is to use assure for things that are alive (remember that a is for alive), ensure to guarantee events and conditions (remember those two e's at the end of guarantee), secure for things and places, and insure for all of the above in financial contexts (remember the i is for income).

What About "Reassure"?

But wait, there's more. English has added its own prefixes to generate new words. The verb reassure is largely used interchangeably with assure, but it should be reserved for situations in which the assurance is repeated or ongoing. Reassure can also be used when a previously held belief is later doubted—that is, a person who was once sure of something can be reassured if they later experience doubt. For example, one might say Tom's faith in the justice system was tested by the proceedings, but the judge's final decision reassured him.

How About "Assurance," "Reassurance," and "Insurance"?

Then there are the noun forms. Assurance, reassurance, and insurance follow the same rules as their verb counterparts; use assurance and reassurance when eliminating doubt or anxiety in things that are alive, and use insurance (with an i) in financial contexts.* Unfortunately, there is no word ensurance (with an e), so writers must work around it with phrases like attempts to ensure, as in Despite Aardvark's attempts to ensure there'd be food for everyone, he forgot that Squiggly doesn't eat bugs.†

Administrative

Thanks to Charles Carson, managing editor of the journal American Speech, for writing this episode; and thanks, Christine, for your question.

NOTES

*Although usually used only for formal policies underwriting financial risk, insurance is sometimes used euphemistically in criminal situations involving money, such as cases of bribery or extortion, as in It was suggested by the neighborhood gang that the shopkeeper take out insurance to keep his store safe. In this example, the gang members are extorting money from the shopkeeper by threatening to damage the store themselves if he doesn't give them money.

†There are a few slang and specialized contexts in which assurance and insurance are used where we might expect to find the nonexistent ensurance. For example, insurance is sometimes used figuratively in non-financial criminal contexts, as in The drug kingpin kidnapped the witness's sister as insurance against further harmful testimony; assurance is sometimes used by engineers and architects, as in The architect's design included some assurances against potential damage due to high winds. Here kidnapping the witness's relative and added safety features are intended to ensure a desired result (though one might argue that the latter example is actually the traditional use of assurance, with the building's owners or the public in general being implied as the ones being assured).

REFERENCES

1. Bernstein, T. Do's, Don'ts, and Maybes of English Usage. New York: Times Books, 1977.

2. Merriam-Webster's Collegiate Dictionary. 11th edition. Springfield, MA: Merriam-Webster, 2003.

3. The Chicago Manual of Style. 15th edition. Chicago: University of Chicago Press, 2003.

4. Einstein, C. How to Communicate. New York: McGraw-Hill, 1985.

5. Trimble, J. Writing with Style. Englewood Cliffs, NJ: Prentice Hall, 1975.

6. Sellers, L. Keeping Up the Style. London: Pitman, 1975.

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