Mitti most likely refers to the operations software company formerly called SafetyCulture, which renamed itself on August 11, 2026. It is a Sydney-headquartered platform for frontline operations: digital inspections and checklists, issue reporting, asset tracking, sensors, training, analytics, and an insurance arm, reporting more than 2 million users across 80,000 organizations in 190 countries. But the name has at least seven other notable referents, including an unrelated macOS video-playback app that has carried the name for about a decade and still outranks the company for "mitti software." If you are trying to work out which Mitti you are looking at, the list below settles it.
This is an independent third-party record. RapidEye has no affiliation with any company named Mitti; facts are drawn from the published sources listed at the bottom, including the Australian Business Register, and the registry and page checks were run directly by RapidEye Research in August 2026.
The eight Mittis
The subject of most 2026 searches. Renamed August 11, 2026; the rest of this page covers it in detail. The full story of the rename is in our companion explainer, linked below.
Completely unrelated. Per Imimot's product documentation (imimot.com), it plays back video cues for live events, exhibitions, and broadcast, runs on macOS from a rental license around $80 or a perpetual license from $399, and has been in production use for roughly a decade. It has the prior claim on the phrase "Mitti software" and, as of August 2026, still holds the top search results for it.
Founded in 2017 by Alina Alam, it trains and employs adults with disabilities in hospitality, with more than 40 locations across India including the Supreme Court of India and the Mumbai and Bangalore international airports, and served over 2 million meals to vulnerable communities during COVID-19, according to English Wikipedia (wikipedia.org).
Soil, earth; also dust or grime. From Sanskrit mrttika via Prakrit, per English Wiktionary (wiktionary.org). Separately, "mitti" means "middle" in Old High German and "waist" in Icelandic. That split matters below.
According to the Australian Business Register (abr.business.gov.au), MITTI PTY. LTD. of Queensland has been registered since June 21, 2000, and has no connection to the software company. An unrelated sole trader also registered the business name "Mitti Australia" in May 2026, three months before the rebrand.
A 2001 Hindi-language crime thriller and a 2010 Punjabi-language film, both listed on Wikipedia's disambiguation page, which, notably, does not list the software company at all as of late August 2026.
A monsoon variety of Kannauj perfume from Uttar Pradesh, India, distilled from earth to capture the scent of first rain, protected under India's Geographical Indication registry, per English Wikipedia. A company that renamed itself "soil" now shares its name with a perfume made out of soil.
Wayback Machine snapshots (archive.org) show mitti.com was "Mitti Parfym & Kosmetik," a Swedish perfume and cosmetics site, as far back as November 2000, then sat nearly dormant from 2018 until going live for the rebrand in 2026. Both the old and the new mitti.com are, in different senses, perfume.
The company, in verified numbers
Mitti (the operations company) describes itself on its own about page (mitti.com) as the operations system for the frontline: 2 million+ users, 80,000 organizations, customers in 190 countries. It launched as the iAuditor checklist app in 2012 and was renamed twice; the full product lineage, with dates and registry records, is in our companion page What happened to iAuditor, and the story of the 2026 rebrand itself is in SafetyCulture is now Mitti. The platform today spans inspections, issue reporting, asset tracking, IoT sensors, lone-worker monitoring, contractor management, training, analytics, and AI features, plus Mitti Insurance.
Pricing, verified against Mitti's published pricing page (mitti.com) in August 2026: a genuinely free tier capped at 10 seats and 5 active inspection templates; Premium at $24 per seat per month billed annually, or $29 billed monthly; a quote-only Enterprise tier with site-based pricing; and, newest, a metered AI layer at $0.01 per credit. That AI meter is the first usage-based component in a product that was purely per-seat for a decade, and it is worth watching as a signal of where the product is heading.
| Item | The verified record |
|---|---|
| Founded | 2004 by the company's own account (safety documents business, far north Queensland); the legal entity behind it has been registered since June 26, 2000, per the Australian Business Register. |
| Headquarters | Sydney, Australia (Surry Hills, since 2014); origin in Townsville, Queensland; offices in Kansas City, Manchester (EMEA HQ), and Manila. The contact page publishes no postal address or phone number. |
| CEO | Luke Anear, founder. He stepped back in January 2025 (Kelly Vohs served as CEO), then returned in 2026 after Vohs stepped down on March 31, 2026. |
| Funding | $96M at a $2.2B valuation in May 2021 (Insight Partners lead, with Tiger Global, Index Ventures, Blackbird); then in September 2024 a $165M round led by Airtree that independent coverage by Startup Daily (startupdaily.net) reported as $75M of new capital plus $90M in secondary sales, at a valuation that fell about $200M to $2.5B. Company releases denominate recent figures in Australian dollars. |
| Financials | 2025 revenue of $197M against a $49M loss, with insurance gross written premium of $70M in 2026, according to Forbes Australia (forbes.com.au). Anear has said publicly he expects profitability by September 2026 and insurance to become at least 30% of the business. |
| Legal identity | Still SafetyCulture Pty Ltd. As of August 31, 2026, no Australian entity or business name "Mitti" is registered to the group; the new name is a trading brand, per the Australian Business Register. |
| Scale of data | 3.4 million images and 380,000 inspections added daily, per the company's EMEA lead as reported by Invest Manchester (investmanchester.co.uk); over 5 petabytes of workplace data per the company's 2024 release. |
Two things about the name nobody reconciles
The meaning depends on who you ask. The company's own announcement says one meaning of Mitti is "middle," the center of an operation where decisions get made. Press coverage almost universally reports the Hindi meaning, soil. Both are right about different languages: per English Wiktionary, mitti is soil in Hindi and middle in Old High German. As far as we can find, no other page has pointed out that the company and its coverage are describing two different words.
The name is recycled, not new. Mitti's own company timeline records "Mitti Insurance launched" in 2020, as a joint venture with insurer QBE, and "Mitti Insurance became SafetyCulture Care" in 2023. The company used the name, retired it, and re-adopted it for the whole business in 2026, at which point the insurance arm returned to Mitti Insurance and expanded into the US, licensed across 51 states and jurisdictions. Most rebrand coverage presents Mitti as a fresh choice; the company's own records show a six-year history.
One more observation from the independent side of the ledger: the search results for the company's new name are, three weeks in, still a mess. Wikipedia's Mitti disambiguation page omits the company, aggregator databases contradict each other on its funding and revenue by hundreds of millions of dollars, and the Imimot video app outranks it for "mitti software." A rebrand does not transfer an identity; it starts a race to re-establish one, and that race is the reason this page exists.
Quick FAQ
What is Mitti the software company?
The operations platform formerly known as SafetyCulture, renamed August 11, 2026: digital inspections, issue reporting, asset tracking, sensors, training, analytics, and Mitti Insurance, with 2M+ users across 80,000 organizations. See our full rebrand explainer.
Is Mitti the same as SafetyCulture and iAuditor?
Yes. One product line, three names: iAuditor (2012), SafetyCulture (November 2022), Mitti (August 2026). The legal entity is still SafetyCulture Pty Ltd. The dated lineage is in What happened to iAuditor.
What does the word Mitti mean?
Soil or earth in Hindi; middle in Old High German; waist in Icelandic. The company cites the "middle" sense, the press reports the "soil" sense, and both are correct about different languages.
Is Mitti free?
The platform has a free tier capped at 10 seats and 5 active templates. Premium is $24 per seat per month billed annually ($29 monthly); Enterprise is quote-only; AI features are metered at $0.01 per credit.
Is Mitti the video software the same company?
No. That Mitti is a macOS video cue playback app by Imimot, unrelated, and has carried the name for roughly a decade. It still outranks the operations company for "mitti software."
Sources
Sources are named at the publisher level with their root domain, rather than linked or titled; every figure is verifiable at the named source.
- About, platform, pricing, legal, and media-release pages, Mitti (formerly SafetyCulture), 2020-2026mitti.com
- Rebrand and financials coverage, Forbes Australia, 2026forbes.com.au
- Funding-round coverage, Startup Daily, 2024-2026startupdaily.net
- Reporting on the company's Manchester EMEA office, Invest Manchester, 2026investmanchester.co.uk
- ABN records for SafetyCulture Pty Ltd, Mitti Pty Ltd, and related names, Australian Business Registerabr.business.gov.au
- Mitti disambiguation, Mitti Cafe, and Mitti attar entries, Wikipediawikipedia.org
- Hindi and Germanic dictionary entries for mitti, Wiktionarywiktionary.org
- Mitti video app product documentation, Imimotimimot.com
- Historical snapshots of mitti.com, Internet Archivearchive.org
- Registry compilation and page checks, RapidEye Research, August 2026rapideyeinspections.com