What does assuring mean?
"Assuring" is the present participle of the verb "assure," meaning to speak confidently to someone in order to remove doubt, worry, or uncertainty. It typically appears with a person as its object, often followed by a that-clause: a doctor may be assuring a patient that the procedure is safe, or a spokesperson may be assuring the public that everything is under control. The word carries connotations of calm authority and sincerity, though repeated assurances can sometimes sound hollow if events fail to match the speaker's confidence. A secondary sense means making something certain — assuring compliance, for instance — though in modern English "ensure" is more common for this use. The word descends from Latin securus, meaning "free from care," the same root that gives us "secure" and "sure." Its noun form, "assurance," and adjective form, "assured," are frequent companions in both everyday speech and formal writing, making "assuring" part of a rich family of confidence-related vocabulary.
verbThe present participle of "assure": to tell someone something confidently in order to remove doubt or anxiety; also, to make certain that something will happen.
- To state confidently to someone in order to remove their doubt or fear (usually followed by 'that' or a direct object).
- To make something certain or guarantee it.
"She spoke calmly, assuring the passengers that help was on the way."
"The pilot came over the intercom, assuring everyone that the turbulence would soon pass."
"He signed the contract, assuring delivery by the end of the month."
When you say 'rest assured,' you're using a cousin of this very word — both trace back to Latin securus, literally 'free from care.'
Reviewed by Deb Chak, Editor. AI-assisted content curated by RJS Tech Solutions LLP.
Etymology of assuring
"Assuring" derives from the verb "assure," which entered English in the late Middle Ages via Old French assurer, from Vulgar Latin *assecurare, formed on Latin securus, meaning "free from care." This Latin root also produced "secure," "sure," and "surety." Cognates include "insure" and "reassure," which developed later along related lines, and French assurer itself. The sense of instilling confidence in a person became well established by the early modern period.
Related word forms
How assuring is actually used
Typically formal-to-neutral in register and common in journalism and official statements. In the sense of comforting a person, "assure" usually requires a personal object followed by a that-clause; for abstract guarantees, "ensure" is often preferred in modern usage.
Easily confused with assuring
"Ensuring" means making certain an outcome happens through action, while "assuring" means giving confidence to a person through words — you ensure a result but assure a person.
"Insuring" relates specifically to insurance coverage against loss or damage, whereas "assuring" means removing doubt through confident statement.