When tech platforms drift from their original mission, sometimes the best solution is to rebuild from scratch. That's exactly what Nalden, co-founder of WeTransfer, is doing with his new file-sharing service Boomerang - a refreshingly straightforward alternative designed to prioritize user experience over corporate complexity.

Frustrated by the changes at WeTransfer after its acquisition by Bending Spoons, Nalden watched as the platform he originally created underwent significant transformations that he believes undermined its core purpose. 'Bending Spoons doesn't really care about people,' he candidly told TechCrunch, highlighting his disappointment with the company's new direction after being acquired last year.

The breaking point came when WeTransfer, now boasting over 70 million monthly active users, made controversial modifications to transfer links, dramatically reduced staff by 75%, and sparked debate by attempting to use user content for AI training. These shifts motivated Nalden to create Boomerang, a file-sharing service that returns to the fundamental principles of simplicity and user-centricity.

Boomerang offers a remarkably straightforward experience: users can transfer files without logging in, with initial tiers providing 1GB of total storage and a 1GB file size limit that expires after seven days. For those wanting more functionality, a free account increases storage to 3GB and file sizes to 3GB, while also enabling upload history and custom file-sharing emojis.

For power users, Boomerang provides a €6.99 monthly tier with impressive capabilities: 200GB per folder, 500GB total storage, 5GB file size limits, custom folder covers, password protection, and 90-day file expiration. True to his principles, Nalden has committed to avoiding advertising and minimizing data collection, emphasizing that the service should be as uncomplicated as 'buying a hammer that just works'.

Intentionally designed with a barebones interface, Boomerang represents Nalden's pushback against design trends meant to impress investors rather than serve users. While many tech platforms rush to integrate AI features, Nalden is taking a measured approach - using AI in product development but keeping user-facing experiences clean and straightforward.

Currently available on the web with a dedicated Mac app coming soon, Boomerang stands as a testament to the idea that sometimes, the most revolutionary tech solutions are those that make our digital lives simpler, not more complicated.