There is money to be made in space (such as mining asteroids), but I don't think that's the biggest driver of going into space. If it was, you'd see much more emphasis placed on unmanned space travel. What we have instead is people motivated by exploration. When people first travelled to the North Pole, South Pole, top of Everest, etc... they didn't do so out of greed, I'd suggest they did it 'because it was there', for the challenge and wonder of experiencing somewhere new.
Colonies on Mars is kind of a grey area, only because Mars isn't the final destination, there's plenty more in this solar system/galaxy/universe to explore. There are some people who probably see it as just another place for humans to take over, but I'd suggest those aren't the pioneers, they tend to be the ones that come in later once the risks are reduced.