As EU energy efficiency policies press for energy usage reductions and consumers expect human-centric services, energy utilities need to seek new sources of revenue instead of only selling kWh. In this context, the UtilitEE project is developing a customer-oriented Behavioural Change Framework; Energy-as-a-Service delivery approach via an open ICT ecosystem. It focuses on energy-hungry activities and personalized messages to engage users into a continuous process of learning to reduce their energy consumption. During the project, consumer-centricity is ensured through the co-design process.