Boyfriend treats me like a friend

Tell him in the most direct way you can think of, it's likely he hasn't even noticed this.

But you WERE friends, so your relationship is built on the friendship that you had. So of course he'll make the same kind of jokes that he did before. I don't think that needs to be lost really, but maybe you need to add some of the relationship/love stuff if you feel that's missing, but not get rid of the friend stuff.

You're lucky to have that friendship kinda relationship there but I think you should just speak and say look, are you sure you wanna be in this relationship, because it seems more like you want to be friends.

Some guys just don't like to do all the lovey dovey relationship stuff in front of their friends, my boyfriend doesnt and I'm glad of it! It can make the friends circle a bit weird and you kinda isolate yourself. Just mention it to him, you don't have to be nasty about it but just tell him how you feel. My boyfriend doesn't always do feelings and stuff which is annoying sometimes but when he does it makes it so much better compared to if he said it every day. The fact you were really good friends before should make you relationship a lot stronger I wouldn't worry too much to be honest, talk to him about it and I am sure he will understand, even if you just have the cute soppy stuff when it's just the two of you, in my opinion it is much better, no one else really needs to know.

What, just like "Hey can you treat me less like a friend and actually act like you do love me sometimes"? Would that not scare him off?

Just say something like "I would really like it if we could act more like a couple because it would make me feel better and slightly more secure." or "I don't appreciate it when you cut me down, we should be a team in this". Just say exactly what is on your mind and how you want him to change.

Your options are either to address the problem directly and move forward, or decide that addressing the problem isn't worth a small conversation. Guys aren't very good at picking up on subtle hints, so there isn't really a middle ground here unless your boyfriend is very good at picking up on small social cues (which isn't likely considering you made this thread). And the basis of a good relationship is communication, if you can communicate your problems and wishes easily to each other then things will move forward and improve for both of you. If you do not have that communication then that is when relationships fall apart.