WeTransfer Co-Founder Nalden Launches Boomerang to Restore Simplicity in File Sharing
In 2025, file-sharing shouldn’t feel like jumping through hoops—but for many longtime WeTransfer users, that’s exactly what it’s become. Enter Boomerang: a new service from Nalden, WeTransfer’s Dutch co-founder, designed to strip away complexity and get back to the basics of fast, anonymous file transfers. No sign-ups, no email verifications, no AI training opt-ins—just drag, drop, and share. As WeTransfer reels from layoffs, policy reversals, and user backlash, Boomerang arrives as a nostalgic yet fresh alternative rooted in user trust.
Why WeTransfer’s Original Vision Faded
Nalden co-founded WeTransfer in 2009 with a simple mission: help creatives share large files without friction. For over a decade, it became a go-to tool for designers, photographers, and freelancers worldwide—thanks to its clean interface and generous free tier. But after Milan-based Bending Spoons acquired the company in 2024, that ethos began to erode. “Bending Spoons doesn’t really care about people,” Nalden told TechCrunch. “Since I left in 2019, there were a lot of updates that were basically killing the product.”
The Breaking Point: AI, Layoffs, and Broken Trust
The final straw came in early 2025, when WeTransfer quietly updated its terms of service to allow user-uploaded files to train AI models. Creative professionals—many of whom rely on the platform to share sensitive client work—were outraged. Facing swift backlash, WeTransfer reversed course, but the damage was done. Compounding the issue, the company laid off 75% of its staff post-acquisition, gutting the teams that once nurtured its community-first culture. For Nalden, watching from the sidelines, it was clear: the soul of WeTransfer had been lost.
Boomerang Emerges as a Minimalist Alternative
That’s where Boomerang comes in. Built over the past year in secret, the new service embodies everything Nalden believes file sharing should be: immediate, private, and frictionless. Users can upload files up to 10GB without creating an account or verifying an email. Links expire after 14 days by default, and there’s no data harvesting for AI or advertising. “Why do tech companies always make things so complicated?” Nalden asked. “I just wanted to offer another tool that’s entirely focused on user experience.”
No Login, No Tracking—Just Pure Utility
Unlike today’s WeTransfer, Boomerang requires zero onboarding. Open the site, drag your file, and get a shareable link in seconds. There’s no splash screen pitching premium plans, no cookie banners demanding consent, and no hidden data clauses. The interface is intentionally sparse—almost retro—echoing the early 2010s web when tools served people, not algorithms. This “digital minimalism” approach is resonating: within days of its soft launch, Boomerang saw tens of thousands of organic uploads from designers, musicians, and indie developers.
A Direct Response to Modern Tech Bloat
Boomerang isn’t just a file-sharing tool—it’s a statement. In an era where every free service demands personal data or pushes AI integrations, Nalden’s project pushes back. “It’s the simplicity of sharing something quickly and that just saves time,” he says. The name itself is a subtle nod to reliability: like a boomerang, your file goes out and returns safely to its intended recipient—no detours through corporate data pipelines.
Privacy by Design, Not by Policy
While WeTransfer scrambled to clarify its AI data usage, Boomerang launched with privacy baked into its architecture. Files are encrypted in transit, stored temporarily on EU-based servers, and automatically purged after expiration. There’s no user profiling, no telemetry, and no “improve our product” data collection. For creatives who’ve grown wary of platforms monetizing their work, this transparency is a breath of fresh air.
Will Boomerang Scale Without Selling Out?
The big question remains: can Boomerang stay true to its principles as it grows? Nalden admits sustainability is a challenge. The service is currently self-funded, with plans to eventually offer a premium tier for power users—but he insists it will never compromise core values. “If we ever do ads or AI features, it’ll be opt-in, clearly labeled, and never at the expense of the free experience,” he promises. Early supporters hope this isn’t just idealism, but a viable business model for ethical tech.
The Creative Community’s Verdict
Initial reactions from WeTransfer’s disenchanted user base have been overwhelmingly positive. On design forums like Designer News and Reddit’s r/WeAreTheMusicMakers, creatives are already declaring Boomerang their new default. “It feels like the WeTransfer I used in 2015—before it got greedy,” wrote one graphic designer. Others praise the speed: transfers that took 30 seconds on WeTransfer’s bloated web app now complete in under 10 on Boomerang.
A Nostalgic Vision for the Future of Sharing
Boomerang isn’t trying to disrupt the file-transfer market—it’s trying to heal it. By rejecting the growth-at-all-costs playbook, Nalden is betting that users still value simplicity over features. In a world of bloated apps and opaque data policies, that might be the most radical idea of all. As one early adopter put it: “Sometimes the best innovation is remembering what worked in the first place.”
Can Ethical Tech Compete?
Nalden’s return to the file-sharing arena raises a larger question for 2025: can user-centric, minimally designed services thrive in an AI-obsessed, ad-driven ecosystem? Boomerang may be small, but it’s part of a growing movement—think of services like SimpleLogin or Hey.com—that prove people will choose clarity over convenience if given the option. If Boomerang succeeds, it could inspire a wave of “back-to-basics” tools across categories.
Simplicity as a Superpower
In launching Boomerang, Nalden isn’t just building another file-transfer service—he’s reclaiming the philosophy that made WeTransfer beloved in the first place. At a time when digital fatigue is real and trust in tech is low, Boomerang’s no-nonsense approach feels less like a throwback and more like a necessary reset. Whether it becomes the next big thing or remains a niche haven for creatives, one thing is clear: sometimes, the most powerful tech is the kind you barely notice.
