Our windows products come with installers, as it expected.
We use Nullsoft Scriptable Install System (NSIS) to create our installers (see http://nsis.sourceforge.net/Main_Page for details).
Sometimes Antivirus software, such as Norton AV (now branded as Symantec) incorrectly flag our installers as containing viruses.
In order to try to keep current and keep ahead of Antivirus (AV) false positives, we upgraded to the latest version of NSIS this year, which should make for better Windows 10 support and a lower chance of false flagging by AV software.
When we want to assess the status of our installers, we use this very hand (and free) site: https://www.virustotal.com/