11 August 2026 — SafetyCulture, the global operations system used by more than two million frontline workers across 80,000 organizations, today rebrands as Mitti, marking the biggest transformation in the company's history.
The new identity signals a major expansion beyond traditional safety management to an all-in-one operations system for the frontline.
Luke Anear, Founder and CEO of Mitti, says: “Our customers have told us for years they’re using us for much more than safety — they've been capturing quality issues, maintenance faults, training gaps, risk signals, all of it. That told us who we'd actually become long before the name caught up.
“Our mission hasn't changed. We're still here to improve the way the world works. But AI has overhauled the workday for people at desks and barely touched anyone else. Data gets used in the office, while work happens on the frontline. Mitti puts intelligence in the hands of the people who have been at the back of the queue for this stuff for years. We're changing that.”
The word Mitti has origins in a number of different languages. One of those meanings is “middle,” the center of an operation where decisions get made and work happens. That's where the Mitti platform sits, bringing together software, hardware, consumables and insurance, all built on the same operational data.
Anear adds: “The same inspection that keeps a site safe also sharpens its performance rating, trains its team, routes its orders and prices its risk, all within the Mitti platform. AI turns all of those moving parts into a single, real-time view of what's happening and what to do next. That reflects the kind of business this was always meant to be — the operating system frontline businesses run on.”
Built for the workers everyone else forgot
Around 80% of the world's workers don't sit at a desk¹, yet recent AI advances have gone straight to the office, leaving the warehouse manager with pen and paper. A commissioned study conducted by Forrester Consulting on behalf of Mitti found that only around one-third of frontline supervisors consider their digital tools “very effective.”² Most frontline software was built to be filled in, not learned from — designed for compliance, not intelligence.
That’s the gap Mitti closes. The new platform capability, 5 Star Benchmarking, gives multi-site operators one clear score for every location, showing how it's performing and, more importantly, how to improve.
Brian Swift, VP of AI at Mitti, says: “Our customers were never short on data. Every inspection, action and issue report was already there — they just couldn't see what it all added up to. What they needed was one number telling them where to look first. That's what 5 Star Benchmarking does: years of operational history, turned into a single score that shows what great looks like and exactly where the gaps are. It doesn't just flag the problem, it tells you what to fix — the checks, the training, the habits that close the gap. You go from ‘something's off at this site’ to knowing exactly what to do about it.”
Newly launched AI capabilities are powered by insight captured directly from the frontline, for the frontline.
Agents take repetitive work off a manager's plate by constantly monitoring what’s happening, what needs attention and running routine tasks in the background.
AI Assistant provides answers without digging through dashboards, documents or reports. It surfaces patterns and risks, compares procedures and performance against relevant standards and legislation, recommends improvements, creates action plans and answers questions in seconds. St Vincent de Paul Society Victoria is using it to spot trends and reduce time writing reports.
AI Issue Creation turns a photo, prompt or voice note into a ready-to-review issue, making reporting faster and easier when on the ground. Marley Spoon is using the feature to clean up issues and actions, and generate hazard reports.
AI unlocks new business opportunities
The same intelligence helping customers run better day to day is also strengthening Mitti's insurance business. Unlike traditional insurers, Mitti Insurance ties coverage to operational data to help businesses proactively manage risk and prevent losses.
The proof is in the numbers. Analysis of Mitti Insurance’s portfolio shows that customers who use the Mitti platform run 19% lower claims costs and a 9% better loss ratio than those who don’t. 3Trippas White Group, the hospitality services group behind iconic venues like the Sydney Opera House, has cut claims in some areas by 35%.
“Real-time insight is what makes our insurance business unique. We've written almost $200 million cumulative GWP in Australia, so we know the model works. Now we’re taking it global, kicking off with the U.S. where we’re now licensed across 51 states and jurisdictions,” says Anear.
Looking ahead, Mitti is developing industry solutions tailored to specific frontline sectors. What used to take years now ships in weeks and iterates in hours, driven by real-time customer feedback. Three industry modules are already being tested with selected customers.
Anear says: “Software has never been faster to build. But that's exactly why it matters who's behind it: there's more noise for customers than there used to be, and it's harder for them to know who to believe. We’ve earned our intelligence through 15 years of deep customer relationships. We're innovating faster than ever, not to keep pace with the market, but to solve the real problems that make frontline businesses better.”
Footnotes
1 Source: World Economic Forum.
2 The Improvement Paradox, a commissioned study conducted by Forrester Consulting on behalf of Mitti, January 2026.
3 Figures based on Mitti Insurance’s (formerly SafetyCulture Care) core insurance portfolio (minus programs) for the 2025 accident year.
For more information, please contact: press@mitti.com
