a fintech firm that offers digital financial services to non-bank financial companies.

Not really. Their main customer target is banks. Basically, the idea is to use private, centralized blockchain tech in private commercial banking:

The 10x Future Technologies platform will give banks better access and insights into customers’ data, enabling them to offer products such as mortgages, credit cards, loans, savings and current accounts that are far better tailored to customers’ specific needs. They will be able to anticipate when a small business owner might need a more flexible line of credit, or what the best financing options are for a couple looking to buy a house.

The above statement, in their press release on halloween, is not really consistent with most bitcoiners idealology.