Indigo Rose Software Design Corporation

What Indigo Rose Software Design Corporation does

Indigo Rose Software Design Corporation, founded in 1991 and headquartered in Winnipeg, Manitoba, Canada, is a privately held developer-tools vendor specializing in Windows software creation and deployment. Its product portfolio comprises five core tools: AutoPlay Media Studio (a visual rapid application development environment with Lua 5.3.6 scripting, 865+ built-in actions, multimedia/database/CD-DVD-burning capabilities and a Plugin SDK v3), Setup Factory (a drag-and-drop installer builder with 360+ drop-in functions and dark-mode support), MSI Factory (a WiX-based MSI package builder), TrueUpdate (a self-hosted check-for-update engine using HTTP/HTTPS/FTP), and Visual Patch (a binary patch tool using proprietary DeltaMAX compression that reduces patch sizes by 90–99%). All products integrate with modern security standards including OV/EV hardware-token code signing and support Windows 11 and Windows Server 2025. The company sells primarily through a self-serve e-commerce site processed by Cleverbridge, supplemented by an authorized reseller network spanning 25+ countries with ComponentSource as a major global partner, targeting professional Windows software developers ranging from individual consultants to Fortune 500 development teams. The revenue model is one-time perpetual licensing on a per-developer basis ($295–$1,875), with 6 months of Support & Maintenance included and optional annual renewal at approximately 50% of list price, plus a bundled Software Deployment Suite SKU. The company is self-sustaining with no disclosed external funding, outsources tier-1 customer support to MindQuake, and operates with a headcount of 11–50 employees serving a stated installed base of over 750,000 developers.

Name

Indigo Rose Software Design Corporation

Legal name

Indigo Rose Software Design Corporation

Website

https://indigorose.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Indigo Rose Software, founded 1991 in Winnipeg, Canada, sells a five-product suite of Windows developer tools — AutoPlay Media Studio, Setup Factory, MSI Factory, TrueUpdate, and Visual Patch — to professional software developers via perpetual per-developer licenses and a global reseller network.

Ownership category

akta.pro rank

Product category

Windows Software Development & Deployment Tools

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Low-Code/No-Code Integration Builders (BPAMAOAL)

Keywords

• Installer authoring
• Software deployment tools
• Windows installer builder
• MSI packaging software
• Rapid application development

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Software License Sales (Perpetual): Indigo Rose sells perpetual software licenses on a per-developer basis. Individual developer licenses and multi-developer team packs are available. A free 30-day trial is offered to allow evaluation before purchase. Licenses include 6 months of free Support & Maintenance (tech support, updates, and upgrades). After the initial period, customers can renew their Support & Maintenance Plan at approximately 50% discount off retail price if kept current, or about 30% discount if expired.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Indigo Rose develops and sells Windows-based software development and deployment tools, including a visual installer builder (Setup Factory), an MSI packaging tool (MSI Factory), a Check-for-Update system (TrueUpdate), a binary patch maker (Visual Patch), and a drag-and-drop rapid application development environment (AutoPlay Media Studio). These tools are sold individually or bundled as a Software Deployment Suite to software developers and enterprises that build and distribute Windows applications.

Product overview

Indigo Rose Software Design Corporation is a software development tools company offering a portfolio of Windows application development and deployment products. The core offering consists of five distinct tools: AutoPlay Media Studio (visual rapid application development with drag-and-drop and Lua scripting), Setup Factory (visual installer builder for creating Setup.exe installers), MSI Factory (Windows Installer XML-based MSI package builder), TrueUpdate (automated software update/check-for-update system), and Visual Patch (binary difference patching tool using DeltaMAX compression). These products can be purchased individually or as a Software Deployment Suite bundle. The company also provides Plugin SDK v3 for third-party developers to extend AutoPlay Media Studio capabilities. All products target Windows software developers and are available with 1-Developer or 5-Developer Team Pack licensing options, including a free 6-month Support & Maintenance Plan.

Differentiator

Problem solved

Functional benefit

Brands

• AutoPlay Media Studio: Visual drag-and-drop development tool for creating custom software applications, autorun menus, interactive presentations, and multimedia software for Windows
• Setup Factory
• MSI Factory
• TrueUpdate
• Visual Patch

Products and services

• AutoPlay Media Studio Visual drag-and-drop rapid application development tool for creating Windows software applications, AutoPlay menus, multimedia applications, and interactive presentations, using 865+ built-in actions and Lua scripting. Targeted at software developers and multimedia creators.
• Setup Factory Drag-and-drop visual installer builder for Windows applications trusted since 1991, generating compact Setup.exe installers with 360+ drop-in functions, customizable wizard dialogs, dark mode themes, and Lua-based scripting for web, CD/DVD, USB, and network distribution.
• MSI Factory Visual tool for creating 100% pure Microsoft Windows Installer (.MSI) format software installers using Windows Installer XML (WiX) compiler technology, with customizable dialogs, 300+ built-in actions, merge module support, and an optional .EXE bootstrap wrapper with Lua scripting.
• TrueUpdate Fully customizable Check-for-Update system for Windows applications that provides automatic web updating using standard HTTP/HTTPS/FTP protocols, with full developer control over proxies, firewalls, fault tolerance, and 250+ Lua scripting functions.
• Visual Patch Binary patch maker for Windows featuring proprietary DeltaMAX binary difference compression that reduces file sizes by 90-99%, with a full-history multi-version patching engine and Authenticode code signing support.
• Software Deployment Suite Complete bundle package of all five Indigo Rose software deployment tools (AutoPlay Media Studio, MSI Factory, Setup Factory, TrueUpdate, Visual Patch) at a discounted price for software developers needing comprehensive Windows application development and deployment capabilities, priced at $1,875 per developer or $2,495 per 5-developer team pack.

Quantifiable outcome

• 750,000+ developers worldwide use Indigo Rose tools
• +2 more outcomes

Named customers20 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core, major and regional.

• CleverbridgecoreChannel Partner/ Reseller/ DistributorCleverbridge is the master authorized reseller that processes all Indigo Rose online orders. Credit card statements show charges from 'cleverbridge' or 'indigorose'. Cleverbridge handles payment processing, order fulfillment, and delivery for the company's e-commerce operations.
• ComponentSourcemajorChannel Partner/ Reseller/ DistributorComponentSource is a major authorized global reseller of Indigo Rose Software products, serving customers in the USA, Canada, Australia, and China regions. It is one of the primary distribution channels for the company's products internationally.
• MindQuake Serviços de InformáticacoreImplementation/ SI/ Consulting PartnerMindQuake has provided the official customer technical support for Indigo Rose software development products since 2008. They are Indigo Rose's top-tier recommended consultant for designing, debugging, or completing customer projects. They provide consulting services for all Indigo Rose products including AutoPlay Media Studio, Setup Factory, MSI Factory, TrueUpdate, and Visual Patch.
• Qast Software GroupregionalChannel Partner/ Reseller/ DistributorQast Software Group is an authorized reseller for Indigo Rose products in China (Shanghai office), Hong Kong, and Singapore. They provide local sales and support for Indigo Rose software in the Asia-Pacific region.
• Meffert Software GmbH & Co. KGregionalChannel Partner/ Reseller/ DistributorAuthorized reseller for Indigo Rose Software products in Germany. Located in Germany, Meffert Software provides local sales and distribution of Indigo Rose tools in the German market.
• SienerSoft GmbHregionalChannel Partner/ Reseller/ DistributorAuthorized reseller for Indigo Rose Software products in Germany. SienerSoft provides local sales and distribution of Indigo Rose tools in the German market.
• Linksoft Inc.regionalChannel Partner/ Reseller/ DistributorAuthorized reseller for Indigo Rose Software products in Taiwan. Linksoft provides local sales and distribution of Indigo Rose tools in the Taiwanese market.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Flexera: Flexera is the maker of InstallShield, the most widely deployed commercial Windows installer builder. It directly competes with Setup Factory and MSI Factory for the same Windows software developer buyer, with a stronger enterprise footprint but historically higher complexity.
• Caphyon (Advanced Installer): Advanced Installer is a popular visual MSI/EXE builder for Windows developers. It directly overlaps with MSI Factory and Setup Factory on dialog editing, MSI packaging, and Windows deployment workflows.
• InstallAware: InstallAware provides a visual installer authoring environment targeting MSI, EXE, and App-V installers for Windows. It competes head-to-head with Setup Factory and MSI Factory in the same Windows installer-builder category.
• Tarma Software (InstallMate): InstallMate is a Windows installer builder targeting MSI and setup.exe creation. It serves the same Windows software developer audience with similar visual dialog editing and distribution features.

Broad incumbents

• Microsoft Visual Studio Installer Projects: Microsoft's Visual Studio Installer Projects (WiX-based) bundles basic MSI building directly into its flagship IDE. As a free incumbent integrated with the dominant Windows dev tool, it is a baseline threat to paid installer tools.
• Embarcadero Technologies: Embarcadero sells RAD Studio and Delphi, broader Windows desktop development tools that overlap with AutoPlay Media Studio's rapid application development use case for native Windows apps.
• SmartBear Software: SmartBear sells a broad portfolio of developer and QA tools (TestComplete, Collaborator, BitBar). It is an incumbent in the same Windows developer tooling category, though focused more on testing and code quality than deployment.

Emerging players

• JR Software (Inno Setup): Inno Setup is a free, open-source Windows installer builder. It is widely used by independent developers as a no-cost alternative to Setup Factory, particularly in the open-source and indie developer community.
• WiX Toolset: WiX is Microsoft's open-source MSI compiler toolkit that MSI Factory is itself built on top of. Direct use of WiX with command-line tooling is a free alternative path for the same MSI packaging workflow.
• NSIS (Nullsoft Scriptable Install System): NSIS is an open-source scriptable Windows installer system. It targets the same Windows installer use case as Setup Factory with a free, script-driven approach that competes on price rather than visual tooling.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/indigo-rose-software-design-corporation

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Indigo Rose Software Design Corporation