The term insurance is from the 1550s, "engagement to marry," a variant of ensurance "an assurance, pledge, guarantee," from Old French enseurance "assurance," from ensurer, from en- "make" (see en- (1)) + sur "safe, secure, undoubted."
What actions do you pledge/guarantee for your customers? Customers do marry your business. Customers seek insurance you will provide the product/service satsifying its needs. Our customers pay a lot for insurance. It is our responsibility to give the customers value for our product/service. & Commune with the dead, break bread with dust particles, mix in clay and mud