Unlike FAFSA, CCS Profile count home equity as part of your assets. Some colleges factor that in differently, some with caps on home equity, some exclude it entirely. You could check Home Equity Calculator to see how your target college factors it in exactly and decide whether to sink money into it will work.
Still income is a huge part. If moving $400k of assets will reduce your EFC from $90k to $70k, it may not be worth all the asset shifting efforts. Especially considering how much more savvy than you the college finaid boards are by now. They’ll take it all into account regardless of whether you took out HELOC to lower your home equity or bought a cash value life insurance policy to lower your assets.