The UEFI specification specifies that it can load EFI boot files from FAT partitions. So all UEFI BIOSes must contain a driver which understands the FAT file filesystem so that it can load the boot file (default file is \EFI\BOOT\BOOTX64.EFI for an x86 64-bit UEFI BIOS).
Now some UEFI BIOSes also contain a driver for the NTFS filesystem (e.g. some ASUS BIOSes, etc.). This additional driver is optional - some BIOSes will have it and some won't. Thus being able to UEFI64-boot from an NTFS partition depends on whether the system's UEFI BIOS contains the extra NTFS driver and so can load the .EFI boot file from it.
Rufus adds a 2nd FAT partition with a UEFI boot file which contains the extra NTFS driver and then it loads the Windows boot files from the first NTFS partition. However, the Rufus boot files are not signed and so you need to disable Secure Boot.
If you must keep Secure Boot enabled, you could try preparing an Easy2Boot USB drive (made under Win10 and including the agFM UEFI boot files). After making the E2B USB drive, copy over the large Windows Install ISO to the \_ISO\WINDOWS\WIN10 folder - then UEFI64-boot to the 2nd UEFI FAT32 partition and use the menu system to select the ISO. E2B+agFM uses the Kaspersky shim which is signed, so it usually works unless your UEFI BIOS specifically blocks that shim boot file.