Sounds like marketing. How much is new money and how much is reclassifying things. Also it's probably customer money, not their own.

The way I understand it:

JPM will invest $10 billion of their own money. They will “facilitate” the rest of the $1.49 trillion (loans, underwriting, advisor, financing etc.,) for its clients.

its probably also only going to established relationships so its not like there is some new grant/investment program from jpmorgan that is being handed out for startups, research and development, etc.