They want to make a profit. They have seen that Bitcoin has grown to be a reliable and profitable asset. They are aware that most traditional assets cannot give high returns as Bitcoin over a period of time. Some of them are now aware that Bitcoin could also be a good hedge against inflation.
As big companies with big capital that can be used for investment, they have two main things for taking care:
Defending their company capital as best as possible because it's vital for their company survival and existence.
Enriching their company capital if possible. Remember it is only if possible and it is not a first priority that is defending their capital. They can try to look around for investment opportunities but in the past, Bitcoin was younger, weaker from Bitcoin network hashrate to lower adoption so they had many reasons to stay outside. Since Bitcoin Spot ETF approvals last year, they had many more big reasons to invest money in Bitcoin after it officially went mainstream and became much safer for them.