British banks are rolling out new philanthropic services in an increasingly heated competition to attract wealthy clients, Reuters reports.

JP Morgan and Barclays have recently hired heads of client philanthropy, and the latter is expanding its British charity services across Europe and into India.

“It’s actually business common sense. Banks are saying, If we want to grow [our] business, then something like philanthropy gives us an extra dynamic,” said Sujit Peris, philanthropy manager at the relief organization Christian Aid.