SafetyCulture rebrands after 22 years as AI comes to the fore

The Sydney-headquartered tech unicorn, once again helmed by Anear, a former workplace accident detective, will now be known as Mitti. He flagged as moving beyond traditional safety management to an all-in-one operations system for frontline workers, with a strong focus on rolling out AI in workplaces where most people don’t sit behind a desk.

Anear who returned as CEO earlier this year, said customers had told them they were using the company’s software for much more than safety, and AI was central to the shift.

“AI has overhauled the workday for people at desks and barely touched anyone else. Data gets used in the office, while work happens on the frontline,” he said.

“Mitti puts intelligence in the hands of the people who have been at the back of the queue for this. The same inspection that keeps a site safe also sharpens its performance rating, trains its team, routes its orders and prices its risk, all within the Mitti platform.”

Just shy of two years after SafetyCulture saw its valuation drop by $200 million, to $2.5 billion, when fellow Surry Hills resident Airtree becomes a late-stage backer in a $75m raise, and Anear subsequently stepped down as CEO after 20 years, replaced briefly by former US Green beret Kelly Vohs, the founder returned as CEO in February to rebuild the loss-making business as an AI-first company.

Anear now believes SME commercial insurance is their new opportunity, with AI analysing the data collected from customers to save on costs.

“Real-time insight is what makes our insurance business unique. We’ve written almost $200 million cumulative GWP (Gross Written Premium) in Australia, so we know the model works,” he said.

“Now we’re taking it global, kicking off with the US where we’re now licensed across 51 states and jurisdictions.”

The privately owned software platform is now used by more than two million frontline workers across 80,000 organisations globally.