How multilingual support improves client experience

I’ve noticed that some trading companies highlight multilingual support as one of their key services. They say it’s available 24/7 and covers many languages. Personally, I’m not sure how much this matters in practice. Most platforms are in English anyway, so is multilingual support really a big advantage for clients? I wonder if it genuinely improves the trading experience or if it’s just an extra feature that only a few people actually use.