Managing SPF (Sender Policy Framework) records has become one of the most overlooked but mission-critical aspects of email security. With SaaS tools multiplying and more third-party email senders being added to corporate infrastructures, domains quickly run into the dreaded “Too Many DNS Lookups” error.
Dynamic SPF flattening solutions—like AutoSPF and UniversalSPF by Fraudmarc—have emerged to address this issue. These tools automatically optimize SPF records so that your domains stay compliant, resilient, and trusted by recipient mail servers.
But which solution is right for your SaaS-driven organization? In this in-depth comparison of AutoSPF vs UniversalSPF, we’ll break down each tool’s features, pricing, scalability, and integrations, plus highlight alternative SPF management solutions.
Whether you’re a startup safeguarding customer trust or an enterprise operating across dozens of domains, this guide will help you find the right SPF flattening strategy.
Why Dynamic SPF Flattening Matters
Before diving into the showdown, let’s set the stage.
- SPF Records are DNS entries that specify which mail servers are authorized to send email for your domain.
- The Problem: SPF records are limited to 10 DNS lookups. With each added SaaS platform—Google Workspace, Microsoft 365, HubSpot, Salesforce, AWS SES, Mailchimp, etc.—you inch closer to the limit.
- The Risk: Exceeding this limit breaks SPF validation, leading to deliverability failures, compliance issues, and higher risk of phishing attacks under your domain.
Dynamic SPF flattening tools solve this by automatically rewriting SPF records in a way that condenses or “flattens” them—ensuring compliance while keeping your authorized senders intact.
AutoSPF vs UniversalSPF Showdown
Let’s break down how these two leading solutions approach SPF flattening.
AutoSPF: Built for Automation, Accuracy, and Scale
Real-Time Flattening
AutoSPF dynamically flattens SPF records in real time, ensuring that no matter how many SaaS senders you add, you never hit the 10-lookup limit. Unlike static SPF adjustments that require constant manual upkeep, AutoSPF automatically adapts to DNS changes as they happen.
Zero Maintenance for IT Teams
Once AutoSPF is deployed, it requires virtually no ongoing manual management. IT teams don’t need to babysit SPF records—AutoSPF continuously monitors and rewrites entries in the background.
Continuous Monitoring & Alerts
AutoSPF provides 24/7 monitoring and instant alerts for misconfigurations, broken DNS records, or unauthorized changes. This proactive approach means you catch problems before they cause deliverability failures.
Enterprise-Ready Integrations
Compatible with DNS providers and SaaS-heavy ecosystems, AutoSPF integrates seamlessly with Microsoft 365, Google Workspace, Salesforce, HubSpot, Zendesk, AWS SES, and other platforms. Perfect for organizations that rely on multiple third-party email senders.
Scalable for SaaS Growth
As companies add new SaaS tools, marketing automation platforms, or cloud services, SPF records can quickly spiral out of control. AutoSPF scales effortlessly—making it as suitable for small startups as it is for global enterprises managing hundreds of domains.
UniversalSPF by Fraudmarc: Flexible but Less Automated
Scheduled Flattening
Fraudmarc’s UniversalSPF flattens records on a scheduled basis. While this solves lookup-limit problems, it may not update as instantly as AutoSPF’s continuous automation—meaning there can be a lag between DNS changes and updated SPF protection.
Customization for Advanced Users
UniversalSPF offers flexibility for organizations that want to tightly control how records are published. However, this can introduce complexity and require more technical expertise compared to AutoSPF’s automated approach.
Reporting & Notifications
UniversalSPF includes reporting capabilities, but its alerting system is generally less comprehensive than AutoSPF’s proactive real-time monitoring.
Part of Fraudmarc Ecosystem
UniversalSPF integrates well with Fraudmarc’s broader suite of email authentication tools, such as DMARC monitoring and enforcement. This makes it appealing to organizations already invested in Fraudmarc solutions.
Best Fit
UniversalSPF works best for enterprises that want vendor consistency within Fraudmarc’s platform, even if it means trading off some automation and ease of use.
Pricing Breakdown: AutoSPF vs UniversalSPF
AutoSPF – Transparent, Tiered Pricing
- Free Plan – Covers the essentials for smaller teams and single-domain setups. Perfect for startups dipping their toes into SPF management.
- Pro Plan – Adds advanced monitoring, reporting dashboards, and integrations for mid-size companies scaling SaaS usage.
- Enterprise Plan – Custom-tailored pricing with SLA-backed reliability, compliance tools, and priority support. Ideal for large enterprises and complex multi-domain infrastructures.
UniversalSPF – Bundled Into Fraudmarc Pricing
UniversalSPF is not typically sold as a standalone product. Instead, it’s bundled within Fraudmarc’s larger DMARC and email security suite. This makes pricing less transparent and potentially more expensive if you’re only looking for SPF flattening, since you’re paying for additional bundled tools.
User Experience Comparison
AutoSPF: Streamlined and Automated
- Ease of Use: Minimal setup, no ongoing babysitting.
- Dashboard: Simple, intuitive, designed for IT efficiency.
- Best For: Teams who want to “set and forget” SPF while knowing monitoring happens in the background.
UniversalSPF: Manual Control with Vendor Dependence
- Ease of Use: Requires more DNS knowledge and oversight.
- Dashboard: Functional but less intuitive.
- Best For: Enterprises already using Fraudmarc’s DMARC platform.
Integrations & Ecosystem Fit
- AutoSPF: Excels in SaaS-heavy environments—integrates directly with modern DNS providers and email services used by most organizations.
- UniversalSPF: Works best when bundled with Fraudmarc’s DMARC tools, less compelling as a standalone SPF solution.
Alternatives to AutoSPF and UniversalSPF
If neither AutoSPF nor UniversalSPF fit your needs, here are other SPF flattening solutions worth considering:
- DMARCLY – Cloud-based DMARC platform offering hosted SPF flattening.
- Valimail – Focused on enterprise-grade SPF/DKIM/DMARC automation with deep integrations into Microsoft and Google ecosystems.
- OnDMARC – User-friendly DMARC management that includes SPF flattening as part of its bundled service.
- MXToolbox SPF Record Tools – Helpful for diagnostics and testing, though not a dynamic flattening solution.
Final Verdict: AutoSPF vs UniversalSPF – Which One Wins?
Both AutoSPF and UniversalSPF solve the SPF lookup limit problem—but they approach it differently:
- AutoSPF is the automation-first solution, offering real-time flattening, proactive monitoring, transparent pricing, and scalability for SaaS-driven companies. It’s the best choice for IT teams who want reliability without manual overhead.
- UniversalSPF by Fraudmarc is a good option if your organization is already tied into Fraudmarc’s suite and values vendor consolidation, even if it means less automation and flexibility.
👉 For most organizations—especially those scaling SaaS adoption across multiple domains—AutoSPF stands out as the leading choice for dynamic SPF flattening.