This paper studies the identification and estimation of individualized intervention policies in observational data settings characterized by endogenous treatment selection and the availability of instrumental variables. We introduce encouragement rules that manipulate an instrument. Incorporating the marginal treatment effects (MTE) as policy invariant structural parameters, we establish the identification of the social welfare criterion for the optimal encouragement rule. Focusing on binary encouragement rules, we propose to estimate the optimal policy via the Empirical Welfare Maximization (EWM) method and derive convergence rates of the regret (welfare loss). We consider extensions to accommodate multiple instruments and budget constraints. Using data from the Indonesian Family Life Survey, we apply the EWM encouragement rule to advise on the optimal tuition subsidy assignment. Our framework offers interpretability regarding why a certain subpopulation is targeted.