SetupBuilder
- Company typePrivate
- Founded1994
- HeadquartersSomerset, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What SetupBuilder does
Linder Software, doing business as Lindersoft, is a privately held Florida-based software vendor founded in 1994 by Friedrich Linder, operating in the Windows software installation authoring and configuration management segment. Its flagship product, SetupBuilder, is a no-coding-required installer development environment that builds 32-bit, 64-bit, and ARM64 EXE installers, setup wizards, and web-installable packages for Windows 11 and Windows Server 2025. The platform is built around a proprietary SetupScript language with more than 500 predefined functions, a Visualizer point-and-click interface, a Visual Dialog Editor, a Sandbox testing environment, and a Visual Script Debugger; the runtime engine is an industry-leading 200 KB overhead including uninstall. The product is extended by the iDeploy web-update module, the setupPROTECT serial-number and subscription licensing module, and the LSZip compression library, and the company also resells Sectigo code-signing and SSL certificates.
Revenue is generated through one-time perpetual licenses ($449 Solo to $9,499 50-user), optional annual Maintenance and Support Plan (MSP) renewals ($179 to $949 per year), consulting services starting at $750 per package, and certificate resale commissions. The company serves a horizontal base of Windows software developers, IT professionals, and enterprise/government deployers (including U.S. Air Force and U.S. Army use cases), distributed via direct Paddle-powered e-commerce, ClarionShop, and an international reseller network anchored by SHI and Insight. Lindersoft has remained independent and bootstrapped throughout its history, has reportedly declined an acquisition offer from InstallShield Software Corporation, and claims its products underpin installations reaching one-third of the Fortune Global 500.
SetupBuilder firmographics
Firmographics- Name
- SetupBuilder
- Legal name
- Linder Software
- Website
- https://lindersoft.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
SetupBuilder industry classification
Industry- Product category
- Windows Installer Authoring Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Release Engineering & Environment Management (BPAEAKAH)
Keywords
Where SetupBuilder is headquartered
LocationHeadquarters
- HQ city
- Somerset
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
SetupBuilder business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Infrastructure, Marketing or Sales
Revenue model
- Software Licenses: Perpetual licenses with optional Maintenance and Support Plan (MSP). New licenses include 1-year MSP granting access to support, upgrades, and updates. MSP renewal extends coverage for additional 12-month periods. Royalty-free distribution included with license.
- Consulting Services: Custom software deployment and consulting services for customers with special requirements. Standard Installation Package starts at $750, with Advanced Installation Options priced upon inquiry. Services include design, integration, testing, debugging, and knowledge transfer.
- Security Certificates (Sectigo Partnership): Resells OV/EV Code-Signing and SSL certificates through Sectigo partnership at discounted prices to customers with active MSP. EV Code Signing: $324-$681, OV Code Signing: $246-$519, SSL Certificates: $42.88-$392.88 per year.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Solo - $449: 1 user, Developer Edition, Named License |
| One time/ perpetual license | Multi-year contract | Team2 - $699: 2 users, Team Edition, Floating License |
| One time/ perpetual license | Multi-year contract | Team5 - $1,349: 5 users with 10 support incidents |
| One time/ perpetual license | Multi-year contract | Team10 - $2,449: 10 users |
| One time/ perpetual license | Multi-year contract | 25-Users - $5,299 |
| One time/ perpetual license | Multi-year contract | 50-Users - $9,499 |
| Subscription | Annual | MSP Renewal (Solo) - $179/year |
| Subscription | Annual | MSP Renewal (Team2) - $279/year |
| Subscription | Annual | MSP Renewal (Team5) - $499/year |
| Subscription | Annual | MSP Renewal (Team10) - $949/year |
| Subscription | Multi-year contract | MSP Reactivation + 1-Year (Solo) - $299 |
| Other | Pay-as-you-go | Standard Installation Consulting - Starting at $750 |
| Other | Pay-as-you-go | Advanced Installation Consulting - Custom pricing |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
SetupBuilder product offering
Product offeringCore offering
SetupBuilder is a Windows installer authoring and configuration management platform that enables developers and IT organizations to create professional EXE installers, setup wizards, and deployment packages for Windows 11, Windows Server 2025, and hybrid 32-bit/64-bit/ARM64 environments without coding. The core offering is extended through the iDeploy web-update module for automated software distribution, the setupPROTECT module for serial-number and subscription-based licensing enforcement, and the LSZip compression library.
Product overview
SetupBuilder is a single unified product—professional Windows installer software and setup builder—complemented by modular add-ons and related services. The flagship SetupBuilder platform creates reliable EXE installers, setup wizards, and deployment packages for Windows. Two key add-on modules extend its functionality: iDeploy provides web-based deployment capabilities with automated live updates and smart web installation, while setupPROTECT adds serial number management and subscription-based software protection. LSZip is a separate compression library for Windows applications. The company also resells Sectigo certificates (code-signing and SSL) and offers consulting services for custom installation development. The ecosystem is unified around the SetupBuilder core with a 1-year Maintenance and Support Plan included with new licenses.
Differentiator
Problem solved
Functional benefit
Brands
- iDeploy: Web-based deployment and live update solution for applications
- setupPROTECT
- LSZip
- SetupScript
Products and services
- SetupBuilder A professional Windows installer authoring and configuration management solution that creates reliable EXE installers, setup wizards, and deployment packages for Windows 11 and Windows Server without coding. Supports 32-bit, 64-bit, and ARM64 installers from a single project, with the proprietary SetupScript language, Visualizer no-code interface, and Visual Dialog Editor for customizing installer UI. Targeted at software developers and IT organizations deploying Windows applications.
- iDeploy Web Update and Web Installation Web-based deployment module providing iDeploy Web Update (automated live updating solution that downloads and installs the latest application versions, with silent/automated or wizard-based GUI options) and iDeploy Web Installation (smart installer that downloads only the required components). Enables remote deployment and automated updates over the Internet for SetupBuilder-built applications.
- setupPROTECT Security and licensing module providing serial-number key protection with unlimited serial numbers and subscription-key protection for time-based access control. Provides dual-layer security combining installer-level protection with in-application security for revenue protection and software licensing enforcement.
- LSZip High-performance ZIP compression library for Windows providing PKZip, WinZip, and Windows Explorer compatible data compression using the 2.04g PKWARE ZIP format. Integrates into Windows applications for compression, extraction, and archive handling.
- SetupBuilder Consulting Services Custom software installation and deployment consulting services including design, integration, testing, debugging, and knowledge transfer for Windows applications. Standard Installation Package starts at $750 with Advanced Installation Options priced upon inquiry. Delivered by the Lindersoft team for customers with special requirements or complex deployment strategies.
- Sectigo Certificate Resale Reseller offering of OV and EV Code-Signing certificates and SSL certificates from Sectigo (formerly Comodo) at discounted prices for qualified Lindersoft customers with active Maintenance and Support Plans. EV Code Signing from $324/year; OV Code Signing $246/year; SSL certificates $36+/year. Orders are submitted directly to Sectigo.
Quantifiable outcome
- ~3,000 monthly software updates delivered successfully with zero upgrade failures for Ontrak Technologies
- +2 more outcomes
Companies that use SetupBuilder
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles2 records
SetupBuilder technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature10 records
SetupBuilder partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, major and regional.
- Sectigo (formerly Comodo)coreLindersoft partnered with Sectigo to offer OV & EV Code Signing and SSL certificates at discounted prices to qualified Lindersoft customers with active MSP. Customers submit orders directly to Sectigo. EV Code Signing available from $324/year, SSL certificates from $36/year.
- Software House International (SHI)majorGlobal distributor headquartered in Somerset, NJ. Provides enterprise volume purchasing options for SetupBuilder to corporate clients worldwide. Phone: 1-888-764-8888.
- ClarionShopmajorSouth African reseller and authorized online retailer for Lindersoft products. PO Box 511, Plumstead, 7801, South Africa. Alternative tax-free ordering option for international customers.
- Data Down UnderregionalAustralian reseller for Lindersoft products. P.O. Box 165, Eden NSW 2551, Australia. Regional coverage for Australia and New Zealand.
- InsightmajorGlobal IT solutions provider headquartered in Tempe, Arizona. Offers SetupBuilder to enterprise customers as part of software portfolio. Phone: 800-INSIGHT.
- QBS Software LtdregionalUK-based reseller covering United Kingdom and Ireland. Located at 7 Wharfside, Rosemont Road, Wembley, HA0 4QB. Phone: 08456 580 580.
- C Team GmbHregionalSwiss/Austrian regional reseller. Fröhlichstrasse 42, CH-5200 Brugg, Switzerland. Coverage for Austria and German-speaking markets.
- RADventure BVregionalBenelux regional reseller covering Netherlands and Belgium. Bisonspoor 8000, 3605 LT Maarssen, The Netherlands.
- SoftVelocity Inc.coreOriginal equipment manufacturer (OEM) partnership. SoftVelocity bundled SetupBuilder with Clarion 5.5 Enterprise Edition and continues to use SetupBuilder for entire product line deployments. Robert Zaunere, CEO, personally evaluated and selected SetupBuilder.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
SetupBuilder competitors and assessment
Company assessmentDirect peers
- InstallAnywhere (Revenera): Cross-platform installer authoring tool from the same Revenera portfolio as InstallShield. Comparable product category (multi-OS installer authoring) sold to the same enterprise software vendor customer base that SetupBuilder serves.
- WiX Toolset: Microsoft-stewarded open-source toolset for building Windows installers and MSIX packages from XML. A direct, free alternative particularly relevant as Microsoft pushes MSIX; competes for the same Windows developer toolchain budget.
- Inno Setup: Long-standing free Windows installer compiler with a large installed base among independent developers. Comparable EXE installer output to SetupBuilder and a frequent default alternative when teams decline to pay for commercial tooling.
- Advanced Installer: Commercial Windows installer authoring tool with a visual interface, MSIX and App-V support, and tiered perpetual licensing. Most direct commercial head-to-head competitor to SetupBuilder in the EXE installer authoring category for Windows developers and enterprises.
- NSIS (Nullsoft Scriptable Install System): Open-source scriptable Windows installer system widely used by developers. Directly addresses the same use case as SetupBuilder's SetupScript-based installers at zero license cost, representing the principal free-tier competitive substitute.
- BitRock InstallBuilder: Commercial cross-platform installer builder (Windows, macOS, Linux) targeted at software vendors packaging multi-OS applications. Comparable category and buyer persona to SetupBuilder, with a broader OS footprint.
Others
- Microsoft MSIX Packaging Tool: Microsoft's own packaging and deployment format/tooling for Windows, increasingly positioned as the modern successor to legacy EXE installers. Not a commercial competitor per se, but a platform-level substitute that constrains SetupBuilder's long-term category.
- ClickOnce (.NET deployment, Microsoft): Microsoft-built application deployment technology bundled with Visual Studio for .NET applications. Removes the need for a third-party installer in many .NET scenarios and shapes customer expectations around 'free, built-in' deployment.
Emerging players
- Centurion Setup: Smaller commercial Windows installer authoring tool with a focus on simplicity and developer-friendly scripting. Competes for the same SMB and independent developer segment that buys SetupBuilder's Solo and Team editions.
Broad incumbents
- InstallShield (Revenera / Flexera): Legacy market-leading Windows installer tool, now part of Revenera (spun out of Flexera). Targets the same enterprise software deployment category as SetupBuilder, and is the company that previously attempted to acquire Lindersoft — making it the closest comparable incumbency benchmark.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
SetupBuilder social profiles
Digital presenceSetupBuilder compliance and trust
Trust signalCompliance2 records
SetupBuilder financial estimates
Financial estimateRevenue estimate
Valuation estimate
SetupBuilder leadership team
Management profileNumber of profiles
Profiles1 record
SetupBuilder funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SetupBuilder M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SetupBuilder
What does SetupBuilder do?
SetupBuilder is a Windows installer authoring and configuration management platform that enables developers and IT organizations to create professional EXE installers, setup wizards, and deployment packages for Windows 11, Windows Server 2025, and hybrid 32-bit/64-bit/ARM64 environments without coding. The core offering is extended through the iDeploy web-update module for automated software distribution, the setupPROTECT module for serial-number and subscription-based licensing enforcement, and the LSZip compression library.
Is SetupBuilder a public or private company?
SetupBuilder is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SetupBuilder founded?
SetupBuilder was founded in 1994. It employs 1 to 10 people.
Where is SetupBuilder based?
SetupBuilder is headquartered in Somerset, United States, in the North America region.
How does SetupBuilder make money?
Three revenue lines are on record. Software Licenses are the primary driver. The others are consulting Services and security Certificates (Sectigo Partnership).
Who are SetupBuilder's main competitors?
Direct peers on record are InstallAnywhere (Revenera), WiX Toolset, Inno Setup, Advanced Installer, NSIS (Nullsoft Scriptable Install System) and BitRock InstallBuilder. Others are Microsoft MSIX Packaging Tool and ClickOnce (.NET deployment, Microsoft). Centurion Setup is listed as an emerging player. InstallShield (Revenera / Flexera) is listed as a broad incumbent.
Does SetupBuilder have an API?
No public API is recorded for SetupBuilder.
What industry is SetupBuilder in?
SetupBuilder's product category is Windows Installer Authoring Software. Its primary akta.pro industry code is BPAEAKAH, Release Engineering & Environment Management. Its NAICS code is 5132 and its SIC code is 7372.