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One of the founders of WeTransfer, the widely used free file-sharing platform, is now openly criticising the company’s new direction. Dutch entrepreneur Nalden, who co-founded WeTransfer in 2009, says he is unhappy with changes introduced since the company was acquired last year by Bending Spoons, a Milan-based firm known for buying and restructuring popular apps.

“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,” Nalden told TechCrunch.

Following the acquisition, WeTransfer introduced unclear changes to how transfer links function and laid off roughly 75% of its workforce. This year, the company also faced backlash over plans to use customer content to train AI models, which it later reversed after criticism and adjusted its terms.

Nalden said that shortly afterwards, creatives began contacting him to express frustration with WeTransfer’s evolution. That feedback prompted him to build an alternative that restores the platform’s original simplicity. The result is Boomerang, a file-transfer service that allows users to send files without creating an account.

“Why do tech companies always make things so complicated? I’ve always struggled with this, and I just wanted to offer another tool that [is entirely focused on the] user experience, its ease of use,” Nalden said. “It’s the simplicity of sharing something quickly and that just saves time. You don’t need to sign up, you don’t need to verify via email.”

Image Credits: Boomerang

For casual users, Boomerang’s non-login option offers basic functionality with limits: 1GB of total storage, a 1GB maximum file size, and a seven-day expiration window. Creating a free account increases the limits to 3GB of total storage and 3GB per file, and adds upload history, file management options, and custom emojis for sharing pages.

Users who need more capacity can subscribe to a €6.99-per-month plan, which includes 200GB per folder, 500GB of total storage, a 5GB file size limit, custom folder covers, password protection, file expiration of up to 90 days, and unlimited user invitations per folder.

Image Credits: Boomerang

Nalden said Boomerang will not include advertising or unnecessary data collection, arguing that ads introduce complexity and detract from the user experience. His goal, he said, is to collect as little information as possible.

“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,” he said.

Boomerang’s interface is deliberately minimal, a refreshing contrast to products designed primarily to impress investors, according to Nalden. While many software companies are adding more AI-driven features, Nalden said he is using AI internally to build the product but has no plans to incorporate it into user-facing tools.

Boomerang is currently available online, with a dedicated Mac app expected to launch soon.