I know quite a bit about the Insurance business and let me tell you that the only person who might be searching for the word "endowment assurance" would be Academics who is giving some exams on LOMA or any insurance specific papers. Few Insurance Products today are marketed as Endowment Assurance.. Endowment Plans, Endowment Policy, Endowment Insurance plans would be more appropriate. Assurance is more an academic name I would say