NationalField is a startup tech company headquartered in Washington, DC.[2] Its primary product is enterprise-specific private social networks that permit each member of a business or institution to communicate salient information within their organizational hierarchies via Facebook-style news feeds.[3] The network addresses inefficiencies in information transmission typical of an enterprise's intranet by relying on real-time input and feedback instead of spreadsheets and email. Unlike Facebook, group members do not self-direct membership via "friending", rather their inclusion depends on their position within the organization.[1] Networks can feature user-generated apps that allow their organizations to reduce or eliminate typical administrative costs like redundant work, data compilation, information tracking and sharing, and accountability.[4]


NationalField was founded by Edward Saatchi, Aharon Wasserman, and Justin Lewis in Savannah, GA during Barack Obama's 2008 Presidential campaign.[2] Frustrated with the task of monitoring and assessing the results of thousands of volunteers across the country, the trio created a narrowly-focused communication tool that allowed any member of a particular group to post progress reports, pertinent campaign information (e.g. how many doors knocked on, phone calls made, etc.), strategic and tactical Q&A, and other important project data to a real-time news feed.[5] Their system was quickly adopted by campaign teams across the country, and the three received numerous requests for the application from campaigners who wanted to install it in other political and business organizations.[6]

The company has recently pivoted to become a platform for users to design and implement their own apps depending on their particular organizational needs.[7] For example, client OceanSky uses it in an enterprise environment as a means to track plane location, sales data, airport issues, repair time, and pilot flight frequency,[3] while client National Health Service UK uses it to manage up to a million staff across multiple sub-organizations.[7]

Following on its 2008 Obama campaign work, NationalField has returned to collaborate with the administration's 2012 efforts.[3] In 2012, the company secured $1.2 million in angel funding.[3][8]


  1. 1.0 1.1 "NationalField: Ed Saatchi". Growing Business. 6 December 2011. Retrieved 10 January 2012. 
  2. 2.0 2.1 Overly, Stephen (16 October 2011). "From the campaign trail to the corporate office, NationalField looks to broaden its software business". Washington Post. Retrieved 10 January 2012. 
  3. 3.0 3.1 3.2 3.3 Hill, Kashmir (19 December 2011). "30 Under 30: NationalField Thinks Your Business Needs Its Own Social Network". Forbes. Retrieved 10 January 2012. 
  4. Moulds, Josephine (1 October 2011). "Edward Saatchi's private social network aims to make businesses more democratic". The Telegraph. Retrieved 22 January 2012. 
  5. Lynch, Gerald (20 October 2011). "Q&A: Edward Saatchi on NationalField, Obama and the democratisation of the workplace". techdigest. Retrieved 10 January 2012. 
  6. Smith, Ben (22 June 2011). "Dem campaigns use new software to tally hard numbers". Politico. Retrieved 10 January 2012. 
  7. 7.0 7.1 Scott, Katie (01 December 11). "Obama's Social Network, NationalField, tackles the NHS". WiredUK. Retrieved 22 January 2012. 
  8. How Edward Saatchi's NationalField Can Make Your Workplace A Happy, Productive Hive. Retrieved on 25 June 2013.

Social networking services
White-label services
User interface
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