At a Glance
- Founder Nalden criticizes WeTransfer after Bending Spoons acquisition.
- Launch of Boomerang, a no-login file-sharing alternative.
- Boomerang offers free, paid tiers and minimal data collection.
- Why it matters: The shift signals a push back against corporate changes and a new simple tool for creators.
After WeTransfer was bought by Bending Spoons last year, co-founder Nalden has publicly denounced the company’s new direction. He has now created Boomerang, a simple file-sharing service that keeps users out of the login maze. The move reflects a broader debate over user experience and data privacy.
Founder’s Critique
Nalden, who co-founded WeTransfer in 2009, said he was “deeply unhappy” with changes since he left in 2019, according to News Of Los Angeles. The new owner, Bending Spoons, a Milan-based firm, has restructured the app, cut staff by 75 %, and now serves over 70 million monthly active users. The company also faced backlash after using user content to train AI models this year.
Nalden stated:
> “Bending Spoons doesn’t really care about people. Even though I get that it is their private equity strategy, I notice that since I left [WeTransfer] in 2019, there were a lot of updates that were basically killing the product, in my point of view.”
Boomerang’s Design & Features
Boomerang was built to recapture WeTransfer’s original ethos of simplicity. Users can upload files without signing up, and the interface is intentionally bare-bones. The service focuses on speed and ease, avoiding the clutter that many modern apps add.
- No login required for casual users
- 1 GB total storage, 1 GB file size limit, 7-day expiration
- Free account upgrades to 3 GB storage, 3 GB file size, upload history, custom emojis
- Paid tier (€6.99/month) adds 200 GB per folder, 500 GB total, 5 GB file size, custom covers, password protection, up to 90-day expiration, unlimited invites
Pricing & Storage Options
| Tier | Total Storage | File Size Limit | Expiration | Extras |
|---|---|---|---|---|
| Non-login | 1 GB | 1 GB | 7 days | – |
| Free account | 3 GB | 3 GB | – | Upload history, custom emojis |
| Paid tier (€6.99/month) | 500 GB | 5 GB | 90 days | 200 GB per folder, custom covers, password protection, unlimited invites |
Data & AI Policy
Nalden says Boomerang will not include advertising or unnecessary data collection. He argues that advertising adds complexity and that the tool should work without extra friction. The platform also uses AI internally to improve the product but will not expose AI features to users.
Nalden noted:
> “I just want to offer a tool that works for users. It’s like buying a hammer. You possibly don’t want to buy a fancy hammer, but a hammer that just works.”
Availability
Boomerang is currently available on the web. A dedicated Mac app is slated for release soon, expanding accessibility for desktop users.
Key Takeaways
- Boomerang offers a no-login, simple file-sharing experience.
- The service provides free, paid, and non-login tiers with clear storage limits.
- Nalden’s approach avoids advertising and limits data collection, focusing on user experience.
By launching Boomerang, Nalden challenges the trend of adding complexity to consumer apps. The new tool promises a straightforward, privacy-friendly alternative for creators and everyday users alike.
