Nalden, the co-founder of WeTransfer, is developing a new file transfer service called Boomerang, citing dissatisfaction with the direction WeTransfer has taken since its acquisition by Bending Spoons last year. Nalden, who launched WeTransfer in 2009 with Rinke Visser and Bas Beerens, expressed concerns about changes implemented post-acquisition, including layoffs and controversies surrounding the use of user content for AI training.

"Bending Spoons doesn't really care about people, and 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. He noted a specific instance of confusion related to transfer link experiences and the reduction of 75 staff members.

The controversy surrounding WeTransfer's terms of service, which initially suggested the company might use user content to train AI models, further fueled Nalden's decision. After facing backlash, WeTransfer revised its terms. Nalden said he was contacted by creatives expressing their frustration with WeTransfer around this time, which solidified his desire to create an alternative.

Boomerang aims to recapture the original ethos of WeTransfer, focusing on simplicity and ease of use. A key feature of the new service is the ability to transfer files without requiring users to log in. "Why do tech companies always make things so complicated? I've always struggled with this, and I just wanted" to create a simpler solution, Nalden said.

The file transfer market has become increasingly competitive, with services like Dropbox, Google Drive, and Box vying for users. WeTransfer distinguished itself early on with its focus on design and ease of use, appealing particularly to creative professionals. It remains to be seen how Boomerang will differentiate itself in the current landscape. The launch date and further details about Boomerang are expected to be announced in the coming months.