Global operations system SafetyCulture is celebrating 10 years of business in Manchester with a major transformation, including a rebrand and the launch of new AI capabilities.
SafetyCulture rebrands as Mitti, a new identity signalling its expansion beyond traditional safety management to an all-in-one operations system for the frontline. The word Mitti means “middle” — the centre of an operation, where decisions get made, and work happens. The platform connects the people on the frontline with those making decisions in the boardroom.
After launching in Manchester in 2016, Mitti expanded into a 10,000 sq ft office at Bond on Mosley Street in 2024 as its EMEA headquarters. During the decade, Australian-founded Mitti has now built a UK customer base of 18,000 organisations, including Unilever, DHL, H&M, Domino’s Pizza, and Network Rail.
Dawid Jaworski, EMEA Lead at Mitti, said: “Ten years ago we were a handful of people in a small Manchester office trying to convince businesses that the clipboard had had its day. A decade on, this city is the base from which we serve the entire EMEA region.
“The customers we serve are the industries this region was built on. That proximity matters. Being surrounded by it keeps us honest about who we’re building for.
“The city has grown up alongside us. Manchester is now the UK’s largest tech economy outside London with more than 10,000 tech businesses operating here. We built our first decade in Manchester, and we’re building the next one here too.”
The platform is used by the workers who don’t sit at a desk — 80% of the world’s workforce according to World Economic Forum data — across manufacturing, construction, retail, quick-service restaurants (QSR), energy and other industries.
Among its North West customers is Bury-headquartered structural steelwork firm William Hare, which has completed more than 180,000 inspections on the platform, saved over a million sheets of paper, and standardised more than 500 templates across its sites while remaining audit-ready.
The rebrand lands as UK operators face a tightening compliance picture. Martyn’s Law will require premises with a capacity of 200 or more to document emergency procedures and train staff accordingly, with enforcement expected from spring 2027. In construction, the Building Safety Act has raised the bar on inspection records, contractor oversight and evidence trails.
The tools meant to help teams meet these obligations are falling short, according to Mitti. Only around one-third of frontline supervisors find their digital tools “very effective,” according to a study conducted by Forrester Consulting on behalf of Mitti earlier this year.
Central to the new Mitti platform is its ‘5-Star Benchmarking’ capability, which turns years of operational history into one clear score for multi-site operators, showing how each location is performing and, more importantly, how to improve.
The platform’s new AI capabilities are built on that same frontline data. Agents gather intelligence and automate processes, AI Assistant surfaces patterns and risks, compares performance against relevant standards and regulations, creates action plans and answers questions in seconds. And AI Issue Creation turns a photo, prompt or voice note into a ready-to-review issue.
Jaworski added: “Every day, more than 3.4 million images and 380,000 inspections are added to our platform — captured by people on site, mid-shift, doing the actual work. That’s ground truth others can’t replicate. It’s the difference between software that guesses what’s happening on the frontline and software that knows.”
