I love seeing competition for Jira, because it needs to die, but I think you need to do a better job explaining your value prop. Your first bullet list of features doesn't really make it sound all that different. Why would I have a better time using this than Jira, bearing in mind that I'd be giving up custom workflows and probably a lot of integrations? (No shade intended. If you can answer that concisely, put that…
Is Jira that bad? It sure is a mess, but that's because its requirement are a mess. It is not SAP but that's the idea, something that sits between developers, testers, management, customers, etc... People who want different things, speak different languages, and somehow need to work together. If you just want an issue tracker, there are many options. Bugzilla, Mantis, GitHub, GitLab, Gitea,... Some of them customizab…
But the company where I work at right now has a really well set-up JIRA board where most things that I need to do are easy to so and there are clearly defined workflows. Compared to the morasses of legacy code I have to wrestle with, I find JIRA now to be one of the least troubling aspects of my work day.
I'm sure it was super painful for the people who had to actually set up the current flows, but I guess that once you customise JIRA to your needs, it can work really well. The issue probably is that many companies don't want to bother setting up good, streamlined processes, or just don't know how.
Now, Confluence on the other hand... I have no excuses for it. I can't understand how a documentation tool can have a search feature that is unable to find what you're looking for basically every single time.