JExpress gives you
You create your installer quickly with your choice of a simple wizard, a powerful advanced interface, or a command line build, all included. Bundle the exact JVM you want with your installer.
The auto-updater gives you a continuous revenue stream after the sale. Your software is always up-to-date so your customers have fewer problems.
You also get all the features you expect in a top end installer. Your Java application becomes a native program just like any other. On Windows it's an EXE, on OS X an app bundle, etc.
If you need something really special, you can customize your installer by adding simple Java classes. You can even get a source license at a reasonable price.
You get a simple and powerful tool to: