This article develops a novel concern about competitive social institutions: their impact on our “radius of care”, i.e., the range of persons to whom we can reasonably adopt an attitude of care. Care, here, is understood as epistemic, emotional and practical responsiveness to the needs and interests of others (for their own sake). The article proceeds in four steps. It argues, first, that competitive institutions can create strong practical reasons to favour the interests of ourselves and those we are close to or have special obligations towards. Second, it argues that this is normatively relevant: from an individual agent’s perspective, there is value to adopting an attitude of care towards others; from a social perspective, attitudes of care create positive externalities. Third, it argues that this concern about competition differs from those discussed in the literature: competition’s potential inefficiency (Heath 2014); the harm of resulting status inequalities (Sandel 2020); ensuing estrangement (Hussain 2020). Fourth, the article explores how it complements existing feminist criticisms of market relationships, like the thesis that markets have come to colonize areas where care is the appropriate attitude to take (Tronto 1993) and the claim that markets inherently disadvantage altruistic caregivers (Kittay 2020).