AIG is making its first foray into direct insurance in Australia, with a website selling event cancellation, health, travel and personal accident cover.

Products at aigdirect.com.au include Wellwoman cancer cover and BigDay wedding insurance.

The website went live several weeks ago and promotional marketing begins this week.

AIG sells online motor and home insurance in other countries but has no plans to do so here, sources told insuranceNEWS.com.au.

The insurer declined to comment on its plans for the direct business.