Hi Jess. A great idea. I particularly like how you thought about removing the direct competition aspect to it which sometimes put people off.
Having worked in HR and now i'm in comms, I understand and appreciate the importance of a system in place to help support and grow a positive feedback culture. Linking this back into the culture of the org, department, team and individuals is important as well as linking it to the values of the business.
In my workplace we currently use paper based gratitude forms that anyone from our department can use. These work quite well and are an alternative to a digital based one. Maybe something to consider to add to your idea that you can also have a printable toolkit of material to help promote.
Just two questions: 1. I know there are various other types out there, who would be the main competition to your idea and is your idea different? 2. What type of HR systems are you aware of that businesses use and how can your idea be integrated into these platforms?