I\'m using wix tool 3.11 to create a msi which install a service. The installer runs a Custom Action and returns vars to wix to write to registry (HKLM). The service starts and
Solution: The problem in this case was that the registry keys were not found in the expected location in the registry due to 32-bit / 64-bit issues.
HKEY_LOCAL_MACHINE\SOFTWARE\Company\App - MyValueHKEY_LOCAL_MACHINE\SOFTWARE\Wow6432Node\Company\App - MyValueEnd of answer. Leaving debugging efforts in place below though:
Round 1:
Maybe try to read these two recent answers and check if anything rings a bell:
What does it say in the event viewer? (Windows + R eventvwr and OK)
Round 2:
HKEY_LOCAL_MACHINE\SOFTWARE\Company\AppHKEY_LOCAL_MACHINE\SOFTWARE\Wow6432Node\Company\Appregedit.exe to inspect? Right click => Permissions (have to ask).