Britain’s Prince Harry has announced that he is the “chief impact officer” at a San Francisco startup that provides mobile-based coaching, counselling and mentorship.

In his new role with BetterUp, the Duke of Sussex will champion the importance of maximising human potential worldwide, according to chief executive Alexi Robichaux.

“I firmly believe that focusing on and prioritising our mental fitness unlocks potential and opportunity that we never knew we had inside of us,” Prince Harry said in a BetterUp blog post.

“As the Royal Marine Commandos say, ‘It’s a state of mind.’ We all have it in us.”

BetterUp’s platform combines behavioural science, artificial intelligence, and human coaching to optimise personal growth and professional development, according to the company, which last month announced it had raised $125 million in funding at a valuation of $1.73 billion.

In his new job, Prince Harry – who said he had used the BetterUp platform himself – will not manage employees or have direct reports, according to The Wall Street Journal.

Founded in 2013, BetterUp has grown to more than 270 employees and a network of some 2,000 coaches.

A list of its clients included NASA, Chevron, Mars, Genentech, Snap, and Warner Media.

Since leaving their roles as working royals, Harry and his wife Meghan have already signed lucrative digital media deals – one to produce content for Netflix, and another to present podcasts for Spotify.

They have spoken of their desire “to do something of meaning, to do something that matters,” in California, where they now live and where they have launched a wide-ranging non-profit organisation named Archewell.

Demand for coaching focused on employee well-being and development has grown “significantly” in the past year, according to BetterUp.

“Self-optimisation is not about fixing something that’s broken,” Prince Harry said.

“It’s about becoming the best version of ourselves, with whatever life throws at us – someone who is ready for the next challenge and can meet setbacks with courage, confidence, and self-awareness.”