I am partially an ISV and we provide pure native application for Windows at the moment. No UWP/.NET/APP_STORE/WHATEVER . It is digitally signed and distributed

I am partially an ISV and we provide pure native application for Windows at the moment. No UWP/.NET/APP_STORE/WHATEVER . It is digitally signed and distributed by downloading from our web site. So far no problem. Since we've been in business a number of years there are no any browser/OS/Antivirus level warning boxed during downloading and installation.