Best outcome: Ensure vs. Assure vs. Insure

If there’s one thing for certain, and let me dispel any doubts you may have about it – in fact, I’d even take out a policy knowing I’d get paid out – it’s that someone will mix up these three words.

Although each of these three words involves an “outcome,” they’re not synonymous with one another.

Ensure means that you will make something certain, as in Jane will ensure that cups are brought to the party.

Assure means to promise or to say confidently, like Melissa assured us that her parents would be out of town the night of the party.

Insure means to protect against risk by taking out an insurance policy, to wit Tara said she needed to insure her car before driving it to the party.


My name is Rob Bignell. I’m an affordable, professional editor who runs Inventing Reality Editing Service, which meets the manuscript needs of writers both new and published. I also offer a variety of self-publishing services. During the past decade, I’ve helped more than 300 novelists and nonfiction authors obtain their publishing dreams at reasonable prices. I’m also the author of the 7 Minutes a Day… writing guidebooks, four nonfiction hiking guidebook series, and the literary novel Windmill. Several of my short stories in the literary and science fiction genres also have been published.