Nalden, one of the original co-founders of WeTransfer, has launched a new service called Boomerang. This comes after years of watching his old company change in ways he did not like, especially after it was bought by an Italian firm called Bending Spoons. Nalden, whose real name is Ronald Hans, started WeTransfer back in 2009 with Bas Beerens and Rinke Visser. The goal was simple: make it easy for people, especially creators, to send big files without hassle. It became a hit, known for its clean design and no-fuss approach.
But things shifted when Nalden left in 2018. WeTransfer got sold to Bending Spoons in 2022, and big changes followed. The new owners laid off 75% of the staff, killed off some products, and stirred up a storm with updates to their terms of service. In July 2025, people got upset when it seemed like WeTransfer could use uploaded files to train AI models. This felt like a betrayal to many users who trusted the service with their creative work. WeTransfer quickly said they do not use files for AI and fixed the wording, but the damage was done. Nalden called it a “slap in the face” and said the new owners were “flushing” WeTransfer’s values “down the toilet” just to make more money for a possible stock listing.
Nalden saw this coming and decided to come out of retirement. He wanted to build something that goes back to the basics: a file transfer service that champions creativity without stealing it. “Trust takes years to build, seconds to break, and forever to repair,” he said. That is why he created Boomerang. It is designed to be super simple, like the early days of WeTransfer, but with better privacy and no ads.
What makes Boomerang different? You do not need to log in to send files – just upload and share a link right away. For casual users, the free version lets you send up to 1GB per file and 1GB total, with files deleting after seven days. If you sign up for a free account, you get 3GB per file and total space, plus upload history and easy file management. The paid plan, at about €6.99 a month, bumps it up to 5GB per file, 200GB per space, and 500GB total storage. You also get extras like password protection, custom covers, 90-day expiry, and invites for unlimited users.
Boomerang runs on Cloudflare’s network for fast and reliable transfers, and it does not compress files like PDFs or videos, so quality stays high. Privacy is a big focus: no user tracking, automatic file deletion, and it follows GDPR rules. Nalden uses AI only behind the scenes for building the app, not for anything user-facing. The interface is barebones, with fun touches like customizable emojis, to keep things light and easy.
Compared to today’s WeTransfer, Boomerang avoids the clutter. WeTransfer now requires accounts for some features, keeps files on servers forever unless you delete them, and has ads and tracking that Nalden thinks make it too complicated. “Why do tech companies always make things so complicated?” Nalden asked. He built Boomerang to fix that, based on his experience from starting WeTransfer.
This launch is timely. File-sharing is still huge for freelancers, artists, and teams who need to send big videos, designs, or docs. But with privacy worries and AI scandals, people want options they can trust. Boomerang is available on the web now, with a Mac app coming soon. It is not just a competitor; it is a statement against how big tech often loses its soul after sales and growth pushes.
Nalden’s move shows a trend where founders return to their roots when companies stray. Think of it like a boomerang coming back – simple, direct, and true to form. If you are tired of complicated file services, this might be worth a try. As the digital world gets messier, tools like Boomerang remind us that less can be more. Keep an eye on how it grows in 2026.
