This seems similar to bounceexchange[0], and I think the idea is generally good. Try to grab people's attention at the last minute when they're already planning on leaving your website anyway. Last-ditch effort that can't really upset too much, especially since you already lost them.

Of course it depends on how spammy those popups end-up being, but at least from a couple of sites that I've seen and who use bounce exchange, they do seem to get pretty spammy-looking in my opinion.

What I wonder the most is who would actually pay for this. The 'exit intent technology' as dubbed by bounceexchange can be easily done with a couple of lines of javascript. Perhaps it won't be as sophisticated, but it would achieve very similar effect. We ended up borrowing a small snippet from an open-source project[1] that does this and it's looking fine so far. All it does it checks if the mouse y-coordinates is below a certain threshold and then triggers the modal.

Perhaps the popups themselves and having them pre-designed or having a WYSIWYG editor and integrated without any coding would be a selling point here? (not being sarcastic, genuinely curious about the potential customer base for this).

[0] http://bounceexchange.com/ [1] https://github.com/carlsednaoui/ouibounce