SafetyCulture rebrands as Mitti in frontline software push

SafetyCulture has rebranded as Mitti, marking a broader push beyond safety management into frontline operations software.

The new brand reflects how customers already use its products across quality, maintenance, training and risk management. According to the company, Mitti is used by more than two million frontline workers across 80,000 organisations.

The rebrand is the most significant shift in the company's history and comes as it positions itself as a single system for managing frontline work. That includes software, hardware, consumables and insurance linked by shared operational data.

Luke Anear, Founder and Chief Executive Officer of Mitti, said the business identity had lagged behind how customers were using the platform.

"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." Anear said.

The business is targeting a large section of the workforce it argues has been underserved by recent technology shifts. Mitti cited World Economic Forum data showing that about 80% of workers do not sit at a desk, while a Forrester Consulting study commissioned on its behalf found that only about one-third of frontline supervisors viewed their digital tools as very effective.

AI tools

As part of the relaunch, Mitti outlined a series of artificial intelligence features aimed at reducing repetitive management tasks and making frontline data easier to use.

Agents are designed to monitor operations, identify items needing attention and handle routine background work.

Its AI Assistant is intended to answer questions based on operational data, reports and documents, while also comparing procedures and performance against standards and legislation. Mitti said St Vincent de Paul Society Victoria is using the tool to identify trends and reduce the time spent writing reports.

Mitti has also introduced AI Issue Creation, which turns a photo, prompt or voice note into a draft issue report for review. According to the company, Marley Spoon is using the feature to improve issue and action records and produce hazard reports.

Another addition is 5 Star Benchmarking, which gives operators with multiple sites a single score for each location. The company said the score is built from years of operational history and is intended to show both current performance and areas needing attention.

Brian Swift, Vice President of AI at Mitti, said the feature converts large volumes of historical operational information into a simpler management tool.

"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." Swift said.

Insurance link

The company is also tying its broader platform strategy to its insurance arm. Mitti said operational data gathered through the software can help customers manage risk and reduce losses, a model it says differs from conventional insurance approaches.

According to the company's analysis of its insurance portfolio, customers using the Mitti platform have 19% lower claims costs and a 9% better loss ratio than customers who do not use it. Mitti also said Trippas White Group, which runs hospitality services at venues including the Sydney Opera House, has reduced claims in some areas by 35%.

Anear said the insurance business had reached almost AUD $200 million in cumulative gross written premium in Australia and had secured licences across 51 states and jurisdictions in the US.

"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 US where we're now licensed across 51 states and jurisdictions," Anear said.

Mitti is also developing industry-specific products for frontline sectors and said three modules are already being tested with selected customers. The company argues that faster software development cycles are increasing pressure on suppliers to show they understand customer problems rather than simply release new tools.

"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." Anear said.