Why WeTransfer’s Co-Founder Is Building Another File Transfer Service
Why WeTransfer’s Co-Founder Is Building Another File Transfer Service
Nalden, one of the co-founders of the popular file-sharing platform WeTransfer, is launching a new file transfer service called Boomerang, aimed at recapturing the simplicity and user-first ethos he believes the original platform has lost.
After WeTransfer was acquired by the Milan-based tech company Bending Spoons in 2024, the product underwent a string of changes that Nalden publicly criticized as moving away from the core values that made the service beloved by creatives and casual users alike.
The Backstory: WeTransfer and Its Changes
WeTransfer began in 2009 as a simple and free way for users to send large files without cumbersome setup or account creation. Over time, it became widely popular among designers, photographers, and other creatives for its no-nonsense approach to file transfers.
However, after the platform was acquired by Bending Spoons, the service saw a number of strategic shifts, including major staff layoffs and changes to how file transfer links behave. Some users also reacted strongly to temporary updates to the terms of service that seemed to grant the company broad rights to use uploaded content — ultimately prompting a public backtrack.
Why Boomerang?
Nalden told TechCrunch that his decision to build a new file-sharing tool came from frustration with WeTransfer’s direction and from hearing directly from users who felt alienated by recent changes. He believes many updates have “killed the product” in terms of ease of use and intuitive design.
He explained that many creatives reached out to share their dissatisfaction, leading him to conclude that there was still a strong demand for a file transfer service that’s truly focused on usability and efficiency rather than complex business goals.
“Why do tech companies always make things so complicated?” Nalden said, emphasizing his desire to strip away unnecessary steps like mandatory logins or email verification that can slow users down.
Key Features of Boomerang
The new service, Boomerang, prioritizes simplicity and minimal data collection. Here’s how the platform is positioned:
- No Login Required — Users can send files without creating an account. :contentReference[oaicite:7]{index=7}
- Free Tier — Allows up to 1GB of total storage and 1GB per file with a seven-day expiration.
- Free Account Upgrade — Boosts storage to 3GB with a 3GB per-file limit and features like upload history and emojis.
- Premium Tier (€6.99/Month) — Offers up to 500GB total storage, 5GB file sizes, password protection, longer expirations, and more.
- No Advertising — Nalden says Boomerang will avoid ads and collect minimal user data.
How It Contrasts With WeTransfer
Unlike the current version of WeTransfer, which some users feel has become more complex and business-oriented, Boomerang is designed as a tool that “just works” — much like a simple utility you buy for a specific task.
This approach reflects a broader pushback against the increasing feature bloat and monetization strategies seen across many consumer tech products. Instead of layering on AI features or advertising, Boomerang focuses on speed and ease.
Industry and User Reaction
The launch of Boomerang comes amid vocal criticism from some designers and creative professionals who felt WeTransfer’s updates had eroded trust in the platform. In particular, controversy around terms of service language related to AI usage drew significant backlash, prompting clarifications from the company.
Alternative services have seen interest from users seeking privacy-focused or simpler file-sharing options — suggesting the market may be ready for a fresh competitor that truly prioritizes user experience.
When You Can Try It
Boomerang is currently available on the web, and its creators plan to release a dedicated Mac app in the near future.
Its phased launch reflects an effort to test core features and refine the platform based on early user feedback before expanding to additional devices or operating systems.
Conclusion
Nalden’s return to the file-transfer category with Boomerang highlights a broader trend in tech: a pushback against complexity and monetization in favor of straightforward, user-centric experiences. By emphasizing simplicity, minimal data collection, and a no-login experience, Boomerang aims to appeal to users disenchanted with current file-sharing services — including the one its founder helped popularize more than a decade ago.
Whether Boomerang will regain the trust and attention of long-time WeTransfer users remains to be seen, but its launch underscores how even established services can inspire fresh innovation when users demand better alternatives.
