SafetyCulture Is Now Mitti: What Changed and Why

What actually happened

On August 11, 2026, SafetyCulture announced it was rebranding as Mitti, calling it the biggest transformation in the company's history. According to the company's own announcement (mitti.com), the platform is used by more than two million frontline workers across 80,000 organizations, and the new identity signals an expansion beyond traditional safety management into an all-in-one operations system spanning software, hardware, consumables, and insurance.

This was a full identity move, not a marketing refresh. The company's website migrated to a new domain: as of late August 2026, safetyculture.com returns permanent 301 redirects to mitti.com, including deep pages, so an old link to an individual checklist template resolves at the matching mitti.com address (RapidEye Research verified the redirects directly on August 29, 2026). The launch also shipped four new AI capabilities: Agents, which monitor operations and run routine tasks in the background; an AI Assistant for querying inspection data; AI Issue Creation, which turns a photo, prompt, or voice note into a ready-to-review issue; and 5 Star Benchmarking, which scores every location for multi-site operators.

According to Forbes Australia (forbes.com.au), the $2.5 billion company remains anchored in work sites and manufacturing plants but is also used in hotels, restaurants, and cruise ships, and Anear said the decision to change the name was made a year before the announcement. His stated reason: "We were pigeonholed hard in safety." Customers had told the company the old name kept the product locked inside the safety department when they wanted to roll it out across the whole business.

The 22-year naming history

Mitti is the company's third name, and the word itself has been in the family since 2020. The full chain, each step verified against the sources listed at the bottom of this page:

• 2004SafetyCulture founded. Luke Anear, a former workplace accident investigator, starts the company in his family garage in far north Queensland, Australia, initially selling safety documentation.
• 2012iAuditor launches. The mobile checklist and inspection app becomes the flagship product and, for years, the name most users actually know. It is later folded into the platform under the SafetyCulture name.
• 2019First rename attempt. Anear brings in a consulting agency to explore a new name. Its recommendation, Altik, never sticks.
• 2020The name Mitti enters. SafetyCulture forms a joint insurance venture with QBE called Mitti, a word meaning soil in several South Asian languages. The company's announcement also cites a second meaning, "middle," the center of an operation.
• 2023QBE bought out. SafetyCulture acquires QBE's half of the venture and reruns the insurance product as SafetyCulture Care.
• 2024Reset years. According to Startup Daily (startupdaily.net), the company's valuation drops by $200 million to $2.5 billion in a $75 million raise backed by Airtree, and Anear steps down as CEO after 20 years, briefly succeeded by Kelly Vohs.
• 2026Founder returns, then rebrands. Anear comes back as CEO in February 2026 to rebuild the loss-making business as an AI-first company. Six months later, SafetyCulture becomes Mitti, and SafetyCulture Care returns to the Mitti Insurance name, now licensed across 51 US states and jurisdictions.

What changed and what stayed

For teams that rely on the product day to day, the practical impact is small: bookmarks and shared template links redirect, and the inspection workflows themselves are the same. The more interesting shift is directional. In its launch announcement, the company said the software of the past "was built to be filled in, not learned from," designed for compliance rather than intelligence, and positioned the new AI capabilities as the answer. That is a company publicly reframing itself from a checklist system of record toward an AI operations layer, which is worth watching for anyone who follows inspection software.

It also sharpens a distinction that operators increasingly care about. A checklist platform, whatever its name, is an attestation system: a person completes the form, and the record shows what they reported. Photo-and-video analysis tools like RapidEye sit on the other side of that line, verifying condition from the imagery itself, which matters most in workflows where the person reporting and the person who bears the cost of a miss are not the same. The two approaches are complementary, and Mitti's own launch of AI Issue Creation from photos suggests the whole category is moving toward evidence.

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