> Did they get a cash infusion? Why all of the sudden are they expanding?
No cash infusion. We've been growing for years, just like many other VPN services. We're still quite a bit smaller than e.g. Nord and Express though.
As for our choice of advertising, we don't run an affiliate program, nor do we want to track our customers through online ads, so we're trying this instead. It's cheaper than you might think.
// Fredrik (cofounder of Mullvad)
Sorry for hijacking the thread, but I'm too curious not to ask: is having censorship circumvention out of the box a non-goal for Mullvad?
Because there are VPNs with good censorship circumvention tech, and there are VPNs with good privacy guarantees, but I know none which can provide both. What Mullvad offers now is either a decade old stuff which is blocked even by subpar DPI solutions, or a set of (more modern) protocol bridges which are painful to setup and sometimes IP-banned.
Mullvad's mission is to make mass surveillance AND online censorship ineffective. So yes, we do intend to offer excellent censorship circumvention out of the box.
Having said that we have clearly prioritized privacy for a long time. For what it's worth we have several censorship improvements on the roadmap. Stay tuned.
I already see shadowsocks which is nice. I'm still forced to use V2ray and xray-core in some rejoins though so I route traffic from my device -> xray -> my server -> wireguard mullvad. Works for now I suppose. Also been experimenting with routing small amounts of traffic through the syncthing relay network since they have relays running locally which may be in less restrictive provinces
Interesting. Try reaching out to Mullvad's support as well if you haven't done so already. If I'm not mistaken they conduct censorship circumvention experiments from time to time together with customers. I'm sure they'd also be interested to hear about any long-term resilient low-bandwidth channels you've found, such as the syncthing relay network. Those are very useful for bootstrapping and configuration updates.
Hey. Silly thought. I used to have the idea that Mullvad is the only VPN I trust because the founders seemed ideologically motivated (I guess from some interview I read, don't remember for sure). But advertising seems to undermine that view. Maybe I was just naive.
Hi! I used to think that the product should speak for itself, only grow by word of mouth, and that it was wrong to do any advertising. Part of me still thinks that.
On the other hand we ran a very political advertising campaign one-two years ago when we protested a new EU law proposal. We plastered Stockholm's airport in billboards targeting EU politicians and journalists. We published a book and sent copies to several hundred politicians. It was quite a success. Incidentally our office was raided by the Swedish police a month later - the first time in 14 years.
I really appreciate your feedback. Are you able to pinpoint more exactly why you feel that our advertising undermines trust in our brand? Is it simply the fact that we're advertising at all?
Our marketing team works hard to ensure that our advertising doesn't make security guarantees we can't keep, or sell the product through fear-mongering. I feel that we've found a set of advertising messages that work, but clearly it still causes some unease and skepticism.
Perhaps it's simply a worry that we'll change because Mullvad is growing up and is no longer an obscure underdog?