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To improve access and affordability, various federal and state financial aid has been provided to students. Yet, how institutions respond to financial aid policies is critical in achieving the policy goals. An increase in college costs, educational debt, and demand for accountability might raise important questions about how to design financial aid and incentivize institutions. Using South Korea’s “Government Grant Type II” program which targets institutions and provides funding for institutional financial aid based on universities’ efforts to enhance affordability and access, the current study examines if such policy creates meaningful changes in institutions’ tuition, financial aid behaviors, and investment in educational quality. The findings provide significant implications for designing financial aid to increase access and affordability, without sacrificing quality.