Boomerang File Transfer Service: A Founder’s Pushback Against Platform Complexity

The Boomerang file transfer service marks a deliberate shift in how consumer file-sharing tools are being reimagined. Built by Nalden, one of the original founders of WeTransfer, the service reflects dissatisfaction with how the platform evolved after its acquisition by Bending Spoons.

Nalden has publicly criticized the post-acquisition direction. He described product updates as confusing and damaging to usability. He also pointed to large-scale layoffs and controversy over the use of user content to train AI models. These changes, he said, pushed the product away from its original simplicity.

The Boomerang file transfer service is positioned as a response to that shift. It aims to restore clarity, speed, and user-first design.

Why the Boomerang File Transfer Service Was Built

Following WeTransfer’s changes, Nalden says creatives repeatedly reached out to him. Their feedback focused on frustration rather than nostalgia. Users felt the tool had become harder to use without clear benefit.

This reaction revealed a broader issue. File sharing had accumulated unnecessary friction. Logging in, verifying accounts, and navigating changing policies slowed down basic tasks.

Boomerang was built to remove those barriers. The Boomerang file transfer service allows users to send files without logging in, verifying emails, or navigating complex menus. The goal is direct utility.

Product Design Focused on Ease of Use

Boomerang’s interface is intentionally minimal. Nalden describes this as a contrast to products designed to impress investors rather than users.

For casual use, Boomerang provides 1GB of total storage. Individual files can be up to 1GB and expire after seven days. This setup supports quick, temporary sharing.

Creating a free account expands limits to 3GB of total storage and 3GB per file. Users also gain upload history, file management controls, and the ability to customize file-sharing pages with emojis.

The Boomerang file transfer service balances optional structure with low commitment.

Paid Tier Without Advertising Trade-Offs

For heavier usage, Boomerang offers a €6.99 monthly plan. This tier includes 200GB per folder, 500GB total storage, and a 5GB file size limit.

Additional features include password protection, extended file expiration up to 90 days, custom folder covers, and unlimited user invites per folder.

Nalden states clearly that advertising will not be introduced. He also says Boomerang will collect as little user data as possible. In his view, advertising increases complexity without improving the core function.

AI Used Internally, Not as a Feature

While many products aggressively surface AI features, Boomerang takes a different stance. Nalden confirms AI supports internal development but does not appear in user-facing tools.

This choice reflects a broader product philosophy. Technology should stay invisible when it does not add direct value. Users should not adapt their behavior to accommodate features they did not ask for.

The Boomerang file transfer service treats AI as infrastructure rather than differentiation.

Availability and Near-Term Direction

Boomerang is currently available as a web-based service. Nalden has also confirmed that a dedicated Mac application is coming soon.

The product roadmap avoids aggressive expansion. Instead, it prioritizes consistency, clarity, and reliability. This restrained approach contrasts with platforms that expand feature sets to justify monetization.

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Simplicity as a Strategic Position

The Boomerang file transfer service does not attempt to out-feature competitors. Instead, it reframes the problem.

Nalden compares the product to a hammer. Users do not want unnecessary enhancements. They want something that works reliably.

In a market conditioned to constant expansion, Boomerang argues that restraint can still be a competitive advantage.

As software tools grow more complex, will simplicity regain its strategic value?

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