Currently, there are already a huge number of exchanges that offer work with fiat. So I see nothing revolutionary here. To be competitive they need to make a better interface, ease of use, working tech support, and provide very large volumes. It will be very difficult. High competition.
You are right. I think they can offer a great customer support which is lacking from all the exchanges.
If you have a problem, solving takes so long time on the exchanges.
Customer support costs a lot, maybe that's why many crypto exchanges have problems with it, so I don't think they will be able to offer it from the beginning.