IEX tried. I think they had a few listings for a while, but it just didn't work out.
LTSE really wanted to get into this business and I think they are trying by some sort of dual listing strategy, but I think that just costs the listing company even more fees and like... what's the point?
And as mentioned CBOE's BATS has a bunch. But I think they are just low volume four letter ETFs.
I think cracking the code would consist of offering a service that really solves a problem that the listing company's CFO or investor relations team has such that only the listing venue could solve.
At any rate, good luck to those who try, so far its just a trail of gravestones of those who tried and failed.