American International Group Inc believes $30 billion for its Asian unit, AIA is too low, and the U.S. insurer is not in a rush to do a deal, a source familiar with the matter said late on Friday.

AIG believes it has many options for AIA, the source said. AIG views AIA as a valuable property and does not want to sacrifice value, the source said.

Prudential Plc has entered talks to cut its $35.5 billion offer for AIG's Asian life insurance arm, in a last-ditch bid to salvage a deal criticized by shareholders as too expensive.

(Reporting by Ilaina Jonas; editing by Bill Tarrant)