Keep, Retain, Hold on to. What’s the difference? Keep means don’t lose or continue to have something. “I keep my keys in my bag.” “Keep smiling!” Retain is more formal. It means to continue to have something, often in your mind or memory. “I must retain new vocabulary.” “The company retains its best employees.” Hold on to means keep something tightly or carefully. “Hold on to the railing.” “I hold on to good memories.” What’s something important that you hold on to? Join the Conversation Club: h