EAB Experts Brett Schraeder and Sarah Le Duc provide insight into how financial aid optimization (FAO) works and how universities leverage FAO strategy to balance institutional goals. The two separate fact from fiction and explain how schools use FAO to optimize revenue from wealthier families so they can afford to be more generous in awarding financial aid to students from historically underserved populations. Finally, Brett and Sarah share advice for the 99% of institutions that depend on FAO to diversify their incoming class, improve student retention, and generate enough revenue to fulfill their mission.