Again to Fundamentals: WeTransfer Co-Founder Nalden Launches Boomerang, a Easier No-Login File Switch Different
In a daring return to his roots, WeTransfer co-founder Ronald Hans—higher often known as Nalden—has launched Boomerang, a brand new file-sharing service emphasizing simplicity, privateness, and no obligatory login. The transfer comes amid Nalden’s outspoken criticism of WeTransfer’s route since its 2024 acquisition by Italian agency Bending Spoons, with the brand new device aiming to recapture the unique ethos that made the platform a success amongst creatives.
Nalden, who co-founded WeTransfer in 2009 with Rinke Visser and Bas Beerens, left the corporate in 2019. He expressed frustration with post-acquisition adjustments, together with complicated updates to switch hyperlinks, mass layoffs of 75% of employees, and a 2025 controversy over phrases of service that sparked fears of consumer information getting used to coach AI fashions (later backtracked). “Bending Spoons doesn’t actually care about individuals,” Nalden informed TechCrunch in a December 28, 2025, interview. He famous receiving outreach from pissed off creatives, inspiring him to construct an alternate targeted on ease of use and minimal knowledge assortment.
Boomerang’s core enchantment is frictionless sharing: Customers can add and ship information as much as 1GB with out signing up, verifying electronic mail, or creating an account—echoing WeTransfer’s early days. Free transfers expire after seven days with 1GB complete house limits. Paid plans unlock options like password safety, customized covers, longer expiration (as much as 90 days), and limitless collaborators. Nalden rejects ad-heavy fashions and extreme AI integration, utilizing AI solely internally for improvement whereas prioritizing a “barebones and practical” interface.
The service, obtainable on the internet with a Mac app deliberate quickly, positions itself as a “easy hammer that simply works.” It targets informal customers and professionals uninterested in bloated platforms, stripping away options to concentrate on fast, dependable transfers.
For U.S. readers, Boomerang highlights ongoing debates in tech about privateness, consumer belief, and post-acquisition shifts. With creatives more and more cautious of information utilization for AI (amid broader trade scrutiny), instruments like this might enchantment to freelancers, designers, and distant employees valuing simplicity over characteristic overload. It additionally underscores entrepreneurial resilience: Founders revisiting profitable concepts when originals stray from imaginative and prescient.
As file-sharing evolves with cloud giants like Dropbox and Google Drive dominating, Nalden’s Boomerang revives the minimalist spirit that disrupted the house 16 years in the past. Whether or not it carves a distinct segment stays to be seen, nevertheless it gives a privacy-focused possibility in an period of rising consumer skepticism.
This WeTransfer co-founder new file switch service launch with Boomerang restores concentrate on core consumer wants amid trade adjustments. With robust emphasis on no-login simplicity and moral knowledge dealing with, it units the stage for renewed competitors in on a regular basis digital instruments.
By Sam Michael
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