SafetyCulture has rebranded as Mitti as part of a major transformation that expands the company beyond its roots in workplace safety into a broader operations platform for frontline businesses. Announced in Sydney on August 11, 2026, the change reflects how customers have increasingly used the company's technology for quality management, maintenance, training, risk monitoring, and other operational functions, with the platform now serving more than two million frontline workers across 80,000 organizations. Mitti will combine software, hardware, consumables, insurance, and artificial intelligence around shared operational data, positioning itself as a unified system for managing, measuring, improving, and rewarding frontline work.
Expanding Beyond Safety Management
Founder and CEO Luke Anear said the new identity reflects the direction customers had already taken the platform, rather than a change in the company's underlying mission to improve how work gets done. According to Anear, advances in artificial intelligence have largely focused on office-based employees, while frontline workers continue to rely on fragmented systems and manual processes despite representing a substantial share of the global workforce. Mitti is designed to address that imbalance by bringing operational intelligence directly into workplaces such as warehouses, hospitality venues, manufacturing facilities, construction sites, and other environments where employees do not primarily work at desks.
Turning Frontline Data Into Action
A central component of the expanded platform is 5 Star Benchmarking, a capability that gives multi-site operators a standardized performance score for individual locations and identifies areas requiring improvement. Mitti said customers already generate significant operational information through inspections, issue reports, corrective actions, and other workflows, but organizations have historically struggled to convert that information into clear priorities and practical recommendations. Brian Swift, Mitti's vice president of AI, said the benchmarking system analyzes operational history to show managers where performance gaps exist and identify measures such as additional checks, training, or behavioral changes that could help improve results.
New Artificial Intelligence Capabilities
Mitti is also introducing several AI-powered tools intended to reduce administrative work and help frontline managers make decisions using information captured directly from their operations. Its Agents capability continuously monitors operational activity and can support routine tasks, reporting, and trend analysis, while AI Assistant analyzes documents, performance information, procedures, standards, and regulations to answer questions, highlight risks, recommend improvements, and generate action plans. AI Issue Creation allows workers to turn photographs, voice notes, or written prompts into structured issue reports, with Thermosash, St Vincent de Paul Society Victoria, and Marley Spoon among organizations testing or applying the company's new AI capabilities.
Linking Operations With Insurance
The company is also extending the use of operational intelligence into Mitti Insurance, which connects insurance coverage with frontline data in an effort to help customers identify risks earlier and reduce losses. According to Mitti's analysis of its insurance portfolio, customers using the broader platform recorded 19% lower claims costs and a 9% better loss ratio than customers that did not use it, while hospitality services company Trippas White Group reduced claims by as much as 35% in certain areas. Anear said Mitti Insurance has written nearly $200 million in cumulative gross written premium in Australia and is now pursuing international expansion, beginning in the United States, where the business is licensed across 51 states and jurisdictions.
Following the rebrand, Mitti plans to develop industry-specific solutions designed around the operational requirements of individual frontline sectors, with three modules already being tested by selected customers. The company says faster software development and real-time customer feedback are allowing it to build and refine specialized products more quickly, while drawing on operational knowledge accumulated through approximately 15 years of customer relationships. By combining AI, operational management, benchmarking, and insurance within one platform, Mitti is seeking to evolve from a workplace safety software provider into a broader operating system for organizations that depend heavily on frontline workers.