In Ambient Assisted Living research and development, a significant effort has been dedicated to issues like gathering continuous information at home, standardizing formats in order to create environments more easily, extracting further information from raw data using different techniques to reconstruct context. An aspect relatively less developed but also important is the design of personalized end-to-end services for technology users being them either primary (older people) or secondary (medical doctors, caregiver, relatives). This paper explores an effort, internal to the EU project GIRAFFPLUS, for designing such services starting from a state-of-the-art continuous data gathering infrastructure. The paper presents the general project idea, the current choices for the middleware infrastructure and the pursued direction for a set of services personalized to different classes of users.