Well, the core books are handled by Lone Wolf, or at least essentially by a person they contract to do so. The vast majority of the other content, settings files, are just fan submitted settings and, in the case of official settings directly from Pinnacle, Lone Wolf apparently has some deal with them in place that allows them to just take those fan-based products and offer those through their official updater in Hero Lab. Most of them are not done by Lone Wolf, though. Personally I just think there are not enough of us in the Savage Worlds market to make this product more than barely viable for them in terms of any profit they get from us. (For review of what is available there's always the Settings thread stickied on this very forum at
http://forums.wolflair.com/showthread.php?t=47707.)
For the overall process itself I can say that for the settings I've done the process has been that I would create the data file (often within a few weeks of the settings release) and I submit that to Lone Wolf for addition into the updater. At the same time I also post here that the setting is available directly from me as a pre-release, unreviewed version, which just means a download and double-click of a single file to install it into Hero Lab and that characters made with that file should be compatible with the final release. The only setting I've made available that isn't true for is Super Powers Companion 2, which I just build on the official SPC data file and where those characters will probably not be compatible with the official SPC2 data file when it's released.
Some other data files for non-Pinnacle releases, like High Space, were also fan created and those individuals contacted the company that makes those products and requested them to work out with Lone Wolf to make those files available through the official updater. So that's the main process with new settings. Lone Wolf doesn't do many of those at all, it's just fans putting them together and making them available so they can often be available, unofficially, fairly quickly. It's the review process that takes the most time, in my experience.
I will say that for setting files you could always request if someone is working on that setting. There are couple of new Pinnacle settings I've not done any work on (I think
6th Gun, The Last Parsec and
Necessary Evil: Breakout are the only official settings from Pinnacle that don't have a setting file at least available, with only
ETU and
Evernight still to finish review to be in the official updater, along with an updated to
Deadlands: Reloaded, but all of those last 3 are still available for the asking.) Admittedly I've not been overly motivated lately to go back and do them but I might try to knock out
Weird War I when that Kickstarter finishes and I get the PDFs.
At any rate, other than the SPC2 what other settings are you looking for? I have almost no non-Pinnacle settings so I probably can't be much help there, but what other product even has more settings available than Hero Lab? I can only guess Wild Card Creator, but I wasn't too happy messing with that the last time I tried and the flexibility of getting house rules or homebrew settings was fairly... lacking. Admittedly the Editor for Hero Lab isn't the easiest or most intuitive thing to work with and the overall interface (especially for anything that isn't Pathfinder) looks like something out of the 1990s but I've yet to see any other game in town that will do the job for me, at least.
In any case I sympathize, it's sometimes been a frustrating ride here. If you really do find something that can really, really substitute for HL then please let us know.