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wetransfer.comAlexandar Vassilev joined WeTransfer in 2020 and became CEO in 2022. Since then the company has continued to grow profitably while solving problems for millions of creative professionals and creators. Through its dual business model, WeTransfer serves hundreds of global brands with premium advertising and has over 500,000+ subscribers. Here, Alexander shares WeTransfer’s growth story.
How has your perspective as a founder or CEO changed from the early stage to the growth stage?
In the early days of WeTransfer, the emphasis was on product development and market fit. As we matured, this shifted towards how we stay relevant, particularly in an increasingly digital world in which people expect companies to keep raising the bar and stay ahead of the innovation curve. Standing still is not an option, so you must become comfortable with change. Change is the only constant. Being adaptable and resilient to external factors and the advances being seen with technologies like AI is critical.
As a leader, you must encourage a resilient and adaptable culture. That way you’re always ready for the next growth stage.
Was there one counter-intuitive strategy that worked for you?
Diversification is seen as the path to relevance but we’ve seen huge success from taking a “less is more” approach. As a platform deeply embedded in the creative workflow, we had possibilities to move into different areas but we decided to commit to simplicity and efficiency. We spend a lot of time refining and perfecting core solutions to complicated problems, giving us a deep understanding of the barriers facing our creative community. In turn, this has driven further relevance.
Which early investment paid off the most when scaling?
Our “less is more” approach saw us invest significantly in our core infrastructure, particularly security, privacy, and scalability. This work was key to ensuring we are ready for increased activity as we build more features and ensure alignment with sustainability goals. The strategic choice paid off massively, helping us manage global expansion demands without worrying about our infrastructure. It’s a privilege that has allowed us to scale new capabilities across our global base quickly and sustainably.
What are the options for growth stage companies like yours when the IPO/exit market has slowed down?
The global economy is going through turbulent times, with fluctuations in public markets felt by brands and creative industries, our customer base. My philosophy is to focus on what you can control. At WeTransfer, we are driven by our core mission of serving our users with beautifully simple technology. This focus has allowed us to remain resilient and flexible, even as the wider market dynamics have shifted. Our continued growth is a testament to this. By hyper-focusing and concentrating on where your strengths meet your users’ needs, you will take your business to new heights, regardless of the market’s ebbs and flows.