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That depends on the company, some are making money by doing research the same way universities do (by applying for grants from governments). Some are essentially selling hype (we're building this cool thing, get in on the ground floor). Some are selling expertise in classical computing as consultancies, especially those focussed on optimization. Some are probably straight-up lying to people.

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That’s “how are they funded”, whereas I think the poster’s question of “how are they making money” is more about “what’s the business / profit model”?

The business model is “get funding, use it up, get more”. It’s the same playbook as self-driving car companies.

Thats kinda obvious I think. Either they build a quantum computer and make buckets of money, someone else builds a quantum computer and they make slightly smaller buckets of money, or no one builds a quantum computer and they fail.

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