SafetyCulture, the global operations system used by more than two million frontline workers across 80,000 organizations, today rebrands as Mitti. The new identity signals a major expansion beyond traditional safety management to an all-in-one operations system for the frontline.

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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. Mitti puts intelligence in the hands of the people who have been at the back of the queue for years.”

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 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. AI turns all of those moving parts into a single, real-time view of what’s happening and what to do next.”

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.

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 how to improve.

Brian Swift, VP of AI at Mitti, says: “Our customers were never short on data. What they needed was one number telling them where to look first. 5 Star Benchmarking turns years of operational history 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.”

Mitti’s new AI capabilities are powered by insight captured directly from the frontline, for the frontline, including:

– Agents taking repetitive work off a manager’s plate, monitoring what’s happening and running routine tasks in the background.

– AI Assistant surfacing patterns and risks, comparing performance against relevant standards and regulations, creating action plans and answering questions in seconds.

– AI Issue Creation turning a photo, prompt or voice note into a ready-to-review issue.

Mitti customer Trackhouse Racing cuts build time with AI Assistant

NASCAR team Trackhouse Racing tears a race car down to the bare chassis and rebuilds it every one to two weeks, with close to 150 people relying on the same checklists to get it done. There’s no room for error, which is why Trackhouse has built Mitti’s AI Assistant into the way the team works every day: creating new templates, querying historical inspection data, analyzing completion rates and spotting recurring issues.

Building a new checklist used to take three to four days. Now, Production Coordinator Ben Hatt simply describes what he needs, and AI Assistant does the rest. “It cut our build time down to about an eighth of what it took me before,” he says.

New business opportunities in the U.S.

Following strong growth in Australia, Mitti’s insurance business is also taking its model global with its first move into the U.S. Mitti Insurance ties coverage to operational data from the Mitti operations system to help businesses proactively manage risk and prevent losses. The proprietary data that underpins the platform’s intelligence helps Mitti Insurance price risk more accurately and prevent it more effectively than traditional insurers. Analysis of Mitti Insurance’s portfolio shows that policyholders who use the Mitti platform run 19% lower claims costs and a 9% better loss ratio than those who don’t.3

The new U.S. managing general agent is backed by Lloyd’s, Chubb Global Markets and GreenlightRe, and is licensed across 51 states and jurisdictions with an initial focus on 10 Midwestern states, close to the company’s Americas headquarters in Kansas City.

John Blake has been appointed Chief Executive Officer of Mitti Insurance to lead the expansion. He says: “Mitti Insurance uses proprietary operational data to price risk based on what’s happening, not what’s happened. New AI agents in the Mitti platform can monitor sites around the clock and highlight risks before they become claims. This turns insurance into a key lever for how policyholders operate, allowing us to reward customers for running better, safer businesses.

“The last five years in Australia have been about proving a simple hypothesis: policyholders using the Mitti platform have fewer claims and lower loss ratios. We’ve shown that, and we’re now taking Mitti Insurance global.”

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.

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About Mitti

Mitti is the operations system for the frontline, used by more than two million workers across 80,000 organizations worldwide.

Formerly SafetyCulture, it started in 2004 with a mission to improve the way the world works, and has grown from a safety and inspections app into a system for running every site, shift and standard.

Mitti Insurance (formerly SafetyCulture Care) pairs business coverage with the Mitti operations system to help organizations prevent losses, not just recover from them. Using real-time operational data, Mitti Insurance can help identify risk before it becomes a claim, giving policyholders practical steps to improve their business alongside their coverage.

The company’s Americas headquarters is in Kansas City, with additional U.S. operations in Austin.

Visit mitti.com

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