EAB’s Kathy Ruby and Sarah Le Duc review the basics of financial aid optimization and explain why FAO is more important than ever to helping colleges meet enrollment targets. The two examine the real-world impacts schools should prepare for when the FAFSA Simplification Act is enacted in 2024. They also offer tips to help financial aid offices work with campus leaders to begin preparing now and to communicate with families of prospective applicants who are already asking questions about what the new legislation means for them.