SafetyCulture rebrands to Mitti, unveiling platform built for teams from warehouses to NASCAR

A global operations system with its U.S. headquarters in Kansas City’s Crossroads is shifting its brand identity as the company signals a major expansion beyond traditional safety management to an all-in-one platform for frontline workers who technology largely has forgotten.

SafetyCulture is now Mitti, the company’s Australia-based founder said Tuesday, noting its capabilities have grown thanks to AI advancements to include far more than safety and inspections tools for the more than two million frontline workers across 80,000 organizations that access its tech.

“Our customers have told us for years they’re using us for much more than safety,” said Luke Anear, who also serves as CEO. “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.”

Kansas City’s headquarters for Mitti is led by Tom Murdock, global head of go-to-market for the company. Mitti also boasts operations in Austin, Texas.

The mission hasn’t changed with the company’s growth and evolution, Anear emphasized, drawing focus back to Mitti’s core customer profile: workers who must be physically on-site to do their jobs.

About 80% of the world’s workers don’t sit at a desk, the company noted, yet recent AI advances have gone straight to the office, leaving the warehouse manager with pen and paper.

“We’re still here to improve the way the world works,” Anear said. “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.”

Applying such innovations practically can look different for each customer.

Ben Hatt, production coordinator for Trackhouse Racing; photo courtesy of Mitti

For NASCAR team Trackhouse Racing — which tears a race car down to the bare chassis and rebuilds it every one to two weeks — nearly 150 people rely on the same checklists to get it done. There’s no room for error.

The Trackhouse Racing team applies a Mitti wrap to its sponsored race car; photo courtesy of Mitti

So Trackhouse built Mitti’s AI Assistant into the team’s everyday workflow: 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, production coordinator Ben Hatt said. Now he 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,” Hatt said.

The Trackhouse Racing team is expected to compete Sept. 27 at Kansas Speedway in the Hollywood Casino 400.

Mitti’s new AI capabilities are powered by insight captured directly from the frontline, for the frontline, the company said, noting highlights of the platform include:

• 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.

The word Mitti has origins in a number of different languages, the company said. One of those meanings is “middle,” the center of an operation where decisions get made and work happens. That’s where the platform sits, Anear said, bringing together software, hardware, consumables and insurance, all built on the same operational data.

“The same inspection that keeps a site safe also sharpens its performance rating, trains its team, routes its orders and prices its risk,” he said. “AI turns all of those moving parts into a single, real-time view of what’s happening and what to do next.”

New US business opportunities

In addition to the rebrand, Mitti unveiled plans Tuesday to take its insurance business global — with its first move into the U.S. Mitti Insurance 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.

The move follows strong growth in Australia where SafetyCulture was founded in 2004.

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, the company said.

“Mitti Insurance uses proprietary operational data to price risk based on what’s happening, not what’s happened,” said John Blake, CEO of Mitti Insurance, who is leading the global expansion. “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.”

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, according to the company.