Choosing the right SPF flattening solution is one of the most important technical decisions a Managed Service Provider (MSP) will make when managing email security for clients. With more businesses adopting DMARC enforcement and regulatory bodies tightening email authentication requirements, the ability to reliably manage SPF records across dozens or hundreds of client domains is critical.
Two major solutions dominate the SPF flattening conversation: AutoSPF and UniversalSPF by Fraudmarc. On the surface, both tools help organizations overcome the 10 DNS lookup limit in SPF records. But beneath that similarity, they take very different approaches—one purpose-built for MSP scalability, the other bundled with DNS hosting for small to mid-sized businesses.
In this in-depth comparison, we’ll explore:
- Why dynamic SPF flattening is essential for MSPs
- How AutoSPF and UniversalSPF differ in features, usability, and scale
- Pricing considerations for both providers
- Real-world scenarios where each solution shines (or struggles)
- Alternatives worth considering if neither tool is a perfect fit
By the end, you’ll know exactly which SPF flattening approach will best serve your business and your clients.
Why SPF Flattening Matters for MSPs
SPF (Sender Policy Framework) is a DNS-based protocol that helps mail servers verify whether an email is authorized to be sent from a given domain. While simple in principle, SPF has a critical technical limitation:
- SPF records are limited to 10 DNS lookups.
In today’s SaaS-heavy environments, that limit is quickly reached. For example, a typical business may authorize:
- Microsoft 365 for corporate email
- Google Workspace for marketing automation
- Salesforce for CRM communication
- HubSpot for newsletters
- SendGrid for transactional emails
- Zendesk for support tickets
Each of these providers consumes SPF lookups. Add in secondary services, and the record often breaks the 10-lookup threshold.
The Consequences of SPF Failures
When an SPF record exceeds the lookup limit, it results in a permerror. This means:
- Legitimate emails are marked as suspicious or spam.
- DMARC alignment fails, putting the domain at risk of rejection.
- Clients may experience widespread deliverability problems, damaging trust in their MSP.
For MSPs managing dozens of domains, one misconfigured SPF record can snowball into:
- Escalated support tickets from frustrated clients
- Emergency remediation work during business-critical outages
- Reputation damage when emails bounce during campaigns or compliance audits
Why Static Flattening Isn’t Enough
Some organizations attempt static SPF flattening using manual tools or generators. This approach replaces “include” mechanisms with IP addresses at a single point in time. But IP ranges change frequently—Microsoft alone updates its published IPs on a regular basis.
Static flattening creates a false sense of security. It works initially, but the moment a provider changes their sending IPs, SPF records become stale and emails fail again.
This is why dynamic SPF flattening solutions like AutoSPF and UniversalSPF exist: to keep SPF records current without endless manual intervention.
AutoSPF vs UniversalSPF: At a Glance
| Feature | AutoSPF | UniversalSPF (Fraudmarc) |
| Flattening Method | Dynamic, continuous refresh with real-time updates | Semi-static flattening tied to Fraudmarc DNS hosting |
| Target Audience | MSPs managing 10–1,000+ domains | SMBs with a handful of domains |
| Management Tools | Multi-tenant dashboard, bulk import/export, client grouping | Simple per-domain management UI |
| DNS Compatibility | Works with any DNS provider (Cloudflare, AWS, GoDaddy, etc.) | Requires DNS migration to Fraudmarc |
| Automation | Fully automated record updates; zero manual edits needed | Manual updates may still be required if IPs change |
| Monitoring & Alerts | Built-in monitoring, misalignment alerts, DMARC visibility | Limited monitoring within Fraudmarc DNS |
| Pricing | Per-domain, scalable for MSP growth | Bundled with DNS hosting fees |
| Scalability | Designed for providers managing hundreds of clients | Suitable for small IT teams with fewer domains |
AutoSPF: Built for MSP Efficiency
AutoSPF is designed specifically with Managed Service Providers in mind. Unlike generic SPF flattening tools, it provides the infrastructure and automation needed for MSP-scale operations.
1. True Dynamic Flattening
AutoSPF constantly monitors provider IP ranges (e.g., Microsoft, Google, SendGrid). Whenever changes occur, it automatically regenerates SPF records in real time. This ensures that client domains never go stale and email deliverability remains stable.
2. Centralized MSP Dashboard
Managing SPF across dozens of clients can be overwhelming. AutoSPF simplifies this with a multi-tenant console where MSPs can:
- View all client domains at a glance
- Group domains by client or region
- Assign roles to different administrators
- Track changes and maintain compliance logs
3. Bulk Management Features
Onboarding new clients is seamless with CSV import and API integrations. This allows MSPs to configure SPF records for multiple domains in minutes instead of hours.
4. Monitoring and Alerts
AutoSPF includes proactive monitoring that flags:
- SPF drift (when records stop matching provider IPs)
- Risks of exceeding lookup limits
- Misconfigured includes that could cause failures
Alerts are sent directly to MSP administrators, allowing issues to be resolved before clients even notice.
5. DNS Provider Independence
Perhaps the biggest differentiator: AutoSPF works with any DNS provider. Whether your clients host DNS on Cloudflare, AWS Route 53, or their domain registrar, AutoSPF integrates without requiring migration.
This flexibility is critical for MSPs who cannot mandate DNS changes across diverse client environments.
UniversalSPF by Fraudmarc: Flattening via DNS Hosting
UniversalSPF, offered by Fraudmarc, takes a different approach. It is essentially a DNS hosting solution with SPF flattening built in.
1. DNS + Flattening in One Package
Organizations that migrate their DNS to Fraudmarc get SPF flattening as part of the package. For small businesses without complex environments, this can reduce the need for multiple vendors.
2. Simplified User Interface
The Fraudmarc UI provides step-by-step SPF management. IT teams managing just a few domains benefit from the simplicity of a single, integrated environment.
3. Semi-Static Flattening
Unlike AutoSPF, UniversalSPF’s flattening process is not fully dynamic. While it rewrites SPF records, administrators may still need to manually regenerate them when provider IPs change.
4. Limitations for MSPs
- Requires DNS migration, which many MSP clients won’t allow.
- No bulk onboarding or multi-tenant dashboard.
- Lacks granular monitoring and automated alerts.
In practice, UniversalSPF is more suited to small organizations with fewer than 10 domains that want an all-in-one DNS and SPF solution, rather than MSPs.
Pricing: AutoSPF vs UniversalSPF
AutoSPF Pricing
- Per-Domain Flexibility: MSPs only pay for active domains, making it easy to scale up or down.
- Tiered Discounts: Larger providers get better per-domain pricing as volume increases.
- Transparent Model: Pricing is straightforward and predictable for MSPs with growing client bases.
UniversalSPF Pricing
- Bundled Model: Pricing is tied to Fraudmarc’s DNS hosting services.
- Hidden Costs: MSPs may face migration overhead and operational costs from managing two infrastructures.
- Best Fit: Works for businesses already planning to consolidate DNS with Fraudmarc.
User Experience
AutoSPF
- Designed for MSP scale – intuitive dashboard, bulk features, client grouping.
- Minimal manual work – once configured, records self-maintain.
- Advanced monitoring – real-time alerts and DMARC alignment visibility.
UniversalSPF
- Simple per-domain interface – effective for SMB IT teams.
- Lacks MSP features – no bulk management or client separation.
- Dependent on DNS migration – limits flexibility for providers with diverse clients.
Integrations
- AutoSPF: Integrates with any DNS provider and major DMARC monitoring platforms (dmarcian, Valimail, DMARC Analyzer, etc.).
- UniversalSPF: Restricted to Fraudmarc DNS hosting ecosystem. No third-party flexibility.
Alternatives to AutoSPF and UniversalSPF
If neither solution is the right fit, here are alternatives worth considering:
- PowerSPF (Proofpoint) – Enterprise-focused, powerful, but costly and heavy for MSPs.
- EasySPF – Static generator for small businesses; not dynamic or MSP-friendly.
- SPF-Record.com – Useful for testing and validation, not a production-grade solution.
- DIY Flattening – Manual record management; risky, labor-intensive, and error-prone.
Final Verdict: AutoSPF vs UniversalSPF
When it comes to MSP readiness, the verdict is clear:
- AutoSPF is the best choice for MSPs managing multiple clients, offering true dynamic flattening, scalability, and multi-tenant controls.
- UniversalSPF by Fraudmarc is a fit for small businesses already invested in Fraudmarc DNS hosting, but it lacks the flexibility and features needed for large-scale client management.
For Managed Service Providers prioritizing automation, client deliverability, and compliance at scale, AutoSPF stands out as the clear winner.
👉 Ready to take control of SPF for all your clients?
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