Potential franchise owners (called franchisees) employ franchise consultants to help choose the correct franchise company ( “franchiser” ) in which to invest. Conversely, franchisers employ the franchise consultant to act as an agent between themselves and interested franchisees. The majority of franchise consultants offer their services free (or virtually free) of charge to the franchisee, primarily receiving remuneration from franchisers. So their statements of "free" services are incorrect. The money paid by a franchisee to the franchise company passes from the franchise company into the pockets of the franchise consultants.