According to, the word “insure” typically means to warrant against loss. The word you want when saying you guarantee something is “ensure.” Apparently, “insure” took on its particular sense of “make safe against loss by payment of premiums” in 1635 when it replaced “assure” in that meaning. Makes you wonder who exactly sat down in a smoke-filled room behind closed doors and decided that this was how it was going to be.

So use “insure” when speaking of premium-based insurance. Use “ensure” when you guarantee. And use “assure” when you are placating someone insincerely.

I assure you that Company X wants to insure you against loss in the event that no one can ensure quality work.


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