The founder controls the legal business entity and contributes capital assets and real or intellectual property. The financier purchases ownership directly. This is why they "deserve" to appropriate the value created by the company in perpetuity.
The founder may have done a lot of hard work in creating that intellectual property (including brand) in the first place, but it is the legal ownership of it that he trades for ownership in the company, not his hard work. In other instances it's possible to simply purchase IP or brand outright in the formation of a business. The commonality in these cases is legal ownership and the trade of capital assets, not hard work, whether their job is one I could not do personally, etc.