As per website, they're aiming to dominate and innovate the financial sector. Most of the financial services that they think isn't being well, they want to change it and be fair in all terms.
But just like any other established crypto project, they can adopt and get into several models for which their aim is applicable. And that's what we're seeing from most of the crypto projects out there.
I like this comment. There is a standard business models cum strategy that tech business runs on, its freemium model. Most businesses operates for sometime by offering free services before as they gain audience, they will start introducing some models that can be leveraged on.
I believe, that's what Cardano want to also do then later pivot into business models that'll work...