Prince Harry, The Duke of Sussex has become the first chief impact officer of US-based coaching and mental health firm BetterUp.

The Duke is a passionate mental health advocate and has previously launched a host of initiatives in support of mental wellbeing, including Invictus Games, HeadFIT for Life and Sentebale.

Founded in 2013 as a Silicon Valley startup and said to be valued at US$1.73bn, BetterUp offers mobile-based coaching, counselling and mentorship via an all-in-one platform.

It combines behavioural science, AI technology and human interaction to optimise personal growth and professional development in support of a person's whole health, at work and in life.

Its services are used by companies such as Google, Hilton and Warner Brothers to improve and monitor staff wellbeing.

In a statement announcing his appointment, the Duke said he “firmly believes that focusing on and prioritising our mental fitness unlocks potential and opportunity we never knew we had inside of us.

“During my decade in the military, I learned we don’t just need to build physical resilience, but also mental resilience.

“As BetterUp’s first chief impact officer, 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.

“My hope is to help people develop their inner strength, resilience, and confidence.”

Alex Robichaux BetterUp CEO and co-founder told the BBC the Duke has already been working in the role for the past couple of months.

He said: “As a member of the BetterUp executive team, Prince Harry will expand on the work he’s been doing for years, as he educates and inspires our community and champions the importance of focusing on preventative mental fitness and human potential worldwide.”

According to BetterUp, the Duke’s new role focuses on:

– Driving advocacy and awareness for mental fitness– Guiding BetterUp’s social mission and impact to bring the science of peak performance and human potential into the hands of people worldwide

– Influencing the vision of BetterUp’s platform, community and member experience– Expanding BetterUp’s global community

The Duke’s appointment is his first since stepping back from his duties as a senior royal in 2020.

With a network of over 2,000 coaches, BetterUp offers coaching in 49 languages across 66 countries, along with interactive professional development content, analytics and real-time insights to track employee progress.

It aims to drive transformational and lasting behaviour change, resulting in improved business outcomes across organisations and to inspire professionals to pursue their lives with greater clarity, purpose and passion.