SafetyCulture has rebranded as Mitti. “SafetyCulture has been an incredible brand to build, one the team has spent years turning into a name customers recognise in Australia and globally. We’ve outgrown it, and from a brand standpoint, that’s exactly the point at which you have to move,” said Hamish Grant, chief operating officer at Mitti. The business’ insurance arm, Mitti Insurance, is also expanding, taking the model global with its first move into the US. Mitti is used by 80,000 organisations in over 190 countries, including FISHBOWL, Trippas White Group and Coles.