IAG has started a website called Mums & Co that aims to provide support, advice and services to mothers trying to develop small businesses.

The site – created by IAG majority-owned unit AssureMe – is membership-based and offers access to perks and services including emergency childcare, human resources and business insurance for home offices.

It has secured partnerships with brands and businesses such as JB Hi-Fi, Sendle, CareforKids.com.au and Legal Access Services.

IAG EGM Agencies Phuong Ly says the site draws upon existing resources and assets to respond to the needs of a growing niche customer group.

“Within our agencies business, we have been looking for opportunities to leverage our size, scale and strategic partnerships to support small business owners,” Mr Ly said.

IAG has teamed with Carrie Kwan, the founder of lifestyle website Daily Addict, to produce Mums & Co.

“For me, being both a businesswoman and raising my own children is incredibly important and I know many other women feel the same way,” Ms Kwan said.

“I wanted to create a business and community that specifically focused on helping mums achieve their business ambitions.”