Why WeTransfer co-founder is building another file transfer service

After expressing discontent with the direction of WeTransfer post-acquisition by Bending Spoon, co-founder Nalden is stepping back into the file transfer arena with a new service called Boomerang. Frustrated with the changes made since his departure in 2019, including significant layoffs and controversial updates, Nalden aims to return to the core principles of user-friendly simplicity. In an interview with TechCrunch, Nalden criticized Bending Spoon’s approach, stating, "Bending Spoons doesn’t really care about people." He noted that many recent updates have detracted from the user experience, prompting him to create a more straightforward alternative. Boomerang allows users to transfer files without the need for an account, focusing on ease of use and efficiency. The platform offers a non-login experience, allowing up to 1GB of total storage with file uploads capped at 1GB each, available for seven days. Users can also opt for a free account, which increases storage to 3GB and allows uploads of files up to 3GB, along with features like upload history and customizable emojis. For those needing more capacity, a premium tier priced at €6.99 per month offers 200GB per folder and a total of 500GB storage, with file uploads up to 5GB and added features like password protection and extended file expiry. Nalden is determined to keep Boomerang free from advertisements, preferring a straightforward payment structure that minimizes data collection from users. He likened his vision to providing a functional tool, stating, "It’s like buying a hammer. You possibly don’t want to buy a fancy hammer, but a hammer that just works." The Boomerang platform is intentionally designed to be minimalist, breaking away from the trend of overly complex interfaces often aimed at pleasing investors. Although AI technology is utilized in the development of Boomerang, Nalden has made it clear that user-facing features will remain devoid of AI influence. Currently accessible via the web, Boomerang is set to launch a dedicated Mac application in the near future, continuing Nalden's mission to enhance user experience in file sharing.