NSIS

NSIS (Nullsoft Scriptable Install System) is the installer technology behind most Windows .exe installers for Electron apps. It produces the familiar one-click or wizard-style setup program that copies the app into place, creates shortcuts, and registers the uninstaller.

It's the default Windows target in electron-builder because it's small, fast, endlessly customizable, and works everywhere from Windows 10 onward with no store involvement. The alternatives serve different channels: MSI suits enterprise deployment tooling, and AppX/MSIX is the Microsoft Store's format.

An NSIS installer still needs code signing; unsigned setup executables are exactly what SmartScreen exists to intercept, and download warnings kill installs before your app ever runs.

Deskifier's Windows builds produce signed NSIS installers by default, with the signing done through Azure Trusted Signing so there's no certificate for you to buy or manage.