Prince Harry officially has a new job and title. The Duke of Sussex has announced that he has accepted the role of chief impact officer at billion-dollar coaching and mental health company BetterUp.
A spokesperson for the San Francisco–based firm confirmed the news to BAZAAR.com, adding that they are excited to have Harry officially on the team.
In a blog post, Harry shared why he joined the business, which has a network of more than 2,000 coaches across the United States working with companies and organizations such as Hilton Worldwide, Chevron, NASA, and Salesforce Ventures.
“My goal is to lift up critical dialogues around mental health, build supportive and compassionate communities, and foster an environment for honest and vulnerable conversations. And my hope is to help people develop their inner strength, resilience, and confidence,” he wrote. “I firmly believe that focusing on and prioritising our mental fitness unlocks potential and opportunity that we never knew we had inside of us. As the Royal Marine Commandos say, ‘It’s a state of mind.’ We all have it in us.”
He continued, “Being attuned with your mind, and having a support structure around you, are critical to finding your own version of peak performance.
“What I’ve learned in my own life is the power of transforming pain into purpose.
“During my decade in the military, I learned that we don’t just need to build physical resilience, but also mental resilience. And in the years since, my understanding of what resilience means—and how we can build it—has been shaped by the thousands of people and experts I’ve been fortunate to meet and learn from.”
BetterUp’s mobile-first learning platform connects workers with professionals in coaching, counseling, and mentorship on a one-to-one basis via phone, text, or video chat. The duke revealed that he had connected with a BetterUp coach before officially taking on the role.
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“I was matched with a truly awesome coach who has given me sound advice and a fresh perspective,” he explained. “And because we believe in strengthening our own mental fitness, our entire Archewell team also has access to BetterUp coaching.”
In his new role, which he has already began work on, Harry will drive advocacy and awareness for mental health, guide BetterUp’s social mission and impact, work on product strategies, and help expand their global community of coaches and members. When travel is safe, the duke will occasionally travel to the company’s San Francisco headquarters.
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CEO Alexi Robichaux, who was introduced to Harry last year via a mutual friend, wrote in a statement, “We are energized by his model of inspiration and impact through action. As a true citizen of the world, he has dedicated his life’s work to bringing attention to the diverse needs of people everywhere and advocating for mental health initiatives: from founding the Invictus Games, a platform for service personnel to use sport as part of their psychological and physical rehabilitation, to launching Sentebale, which supports the mental health and well-being of young people affected by HIV in Lesotho and Botswana.”
The Wall Street Journal reported that though the duke won’t be managing employees or have direct reports, he will participate in “all-hands meetings” and will be expected to appear at special company events. Last month, BetterUp raised $125 million in a round of financing that pushed the value of the company, which was founded in 2013, to just more than $1.73 billion.
This article originally appeared on Harper’s BAZAAR US.