Prince Harry has a new job as an executive at a Silicon Valley firm.

On Tuesday, BetterUp Inc., a fast-growing coaching and mental health company announced the Duke of Sussex as its new Chief Impact Officer. “We are honored to welcome Prince Harry, The Duke of Sussex, as BetterUp’s first Chief Impact Officer,” the firm said in an Instagram post

In his BetterUp role, Prince Harry is expected to contribute to projects such as product strategy choices and charity pledges, as well as actively advocate on mental health issues.

Prince Harry is a natural addition to our executive team, as he’s long been an advocate for improving mental fitness — the key to peak performance, powerful leadership, and a purpose-driven self. He is excited to join BetterUp to help more people unlock their potential through coaching, connection, and community support.

In his role, Prince Harry will guide our social mission, expand our global community, and influence the vision of our member experience, bringing the power of professional and personal growth to people everywhere.

The role is the duke’s latest journey into business, as he and the Duchess of Sussex, Meghan Markle, have relinquished their positions as full-time working members of the British royal family.