insure v.

word-forming element meaning "in; into," from French and Old French en-, from Latin in- "in, into" (from PIE root *en "in"). Typically assimilated before -p-, -b-, -m-, -l-, and -r-. Latin in- became en- in French, Spanish, Portuguese, but remained in- in Italian.

Also used with native and imported elements to form verbs from nouns and adjectives, with a sense "put in or on" (encircle), also "cause to be, make into" (endear), and used as an intensive (enclose). Spelling variants in French that were brought over into Middle English account for parallels such as ensure/insure, and most en- words in English had at one time or another a variant in in-, and vice versa.

early 13c., "safe against attack, secure," later "firm, reliable" (c. 1300); "mentally certain, confident" (mid-14c.); "firm, strong, resolute" (c. 1400), from Old French seur, sur "safe, secure; undoubted, dependable, trustworthy" (12c.), from Latin securus "free from care, untroubled, heedless, safe" (see secure (adj.)).

The pronunciation development is that of sugar (n.). The colloquial pronunciation "sho" is attested by 1871 in representations of U.S. Black speech (fo sho); compare mo.

As an affirmative meaning "yes, certainly" it dates from 1803, from Middle English meanings "firmly established; having no doubt," and phrases such as to be sure (1650s), sure enough (1540s), and for sure (1580s).

The use as an adverb meaning "assuredly" goes back to early 14c. Sure-footed is from 1630s, literal and figurative; sure thing dates from 1836. In 16c.-17c., Suresby was an appellation for a person to be depended upon (see rudesby).