Global operations platform SafetyCulture has marked 10 years of business in Manchester by rebranding as Mitti.
The new identity signals its expansion beyond traditional safety management into an all-in-one operations system for frontline teams.
The word Mitti means ‘middle’ – the centre of an operation, where decisions are made and work happens – and the platform connects 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, which serves as its EMEA headquarters.
Over the decade, Mitti has built a UK customer base of 18,000 organisations, including Unilever, DHL, H&M, Domino’s Pizza and Network Rail.
Celebrating the milestone, Dawid Jaworski, EMEA lead at Mitti, said: “10 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.”
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 more than a million sheets of paper and standardised more than 500 templates across its sites while remaining audit-ready.
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.”
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, while AI Assistant surfaces patterns and risks, compares performance against relevant standards and regulations, creates action plans and answers questions in seconds.