Managing SPF (Sender Policy Framework) records may not sound glamorous, but for digital agencies, it’s one of the most important aspects of ensuring client email security and deliverability.
Every email your clients send—whether it’s a marketing campaign, a sales outreach sequence, or a transactional invoice—relies on SPF records to prove legitimacy. But with more SaaS platforms, CRMs, email service providers, and automation tools in use, SPF records can quickly spiral out of control.
If you’ve ever seen errors like:
- “SPF PermError: Too many DNS lookups”
- “SPF validation failed”
- Or worse—clients complaining that legitimate emails are landing in spam
…then you already know the pain.
This is where SPF flattening and macros step in. They allow agencies to automatically rewrite SPF records, reduce DNS lookups, and maintain compliance with the 10-lookup limit imposed by the SPF specification.
But not all SPF automation solutions are created equal. In this showdown, we’ll compare:
- PowerSPF (PowerDMARC) – enterprise-focused, compliance-driven.
- UniversalSPF (Fraudmarc) – compliance-first with simple flattening.
- AutoSPF (DuoCircle) – a modern, agency-first solution.
By the end, you’ll know exactly which solution best fits your agency’s needs.
Why SPF Management is a Big Deal for Agencies
Digital agencies are in a unique position. You’re not just managing one domain—you’re often managing dozens or even hundreds of client domains, each with its own complex email ecosystem.
For example:
- A B2B SaaS client might use HubSpot for marketing emails, Zendesk for support, and SendGrid for transactional emails.
- An e-commerce client could be running Shopify, Klaviyo, and Google Workspace simultaneously.
- A professional services client might rely on Microsoft 365, Salesforce Pardot, and Mailchimp.
Each of these platforms adds “include” statements to the SPF record. When combined, records can exceed the 10 DNS lookup limit, causing SPF to break.
For agencies, this means:
- Constant firefighting SPF errors for clients.
- Clients blaming you when their emails bounce or hit spam.
- Wasted time updating DNS records manually.
Agencies need automation. They need a tool that handles SPF dynamically, scales with client growth, and integrates with existing workflows.
PowerSPF vs UniversalSPF vs AutoSPF: Key Features at a Glance
| Feature | PowerSPF (PowerDMARC) | UniversalSPF (Fraudmarc) | AutoSPF (DuoCircle) |
| SPF Flattening | ✔ Included | ✔ Included | ✔ Automated Macros |
| Focus | Enterprise email security | Compliance + regulatory focus | Agencies, MSPs, IT teams |
| Integrations | Tied to PowerDMARC | Compliance dashboards | API-first, registrar & DNS-friendly |
| Flexibility | Vendor lock-in | Moderate | High, no lock-in |
| Pricing | Enterprise bundles | Mid-tier | Scales per domain |
| Best For | Enterprises with DMARC enforcement needs | Financial/regulated industries | Digital agencies managing multiple domains |
In-Depth Analysis
🔹 PowerSPF: Enterprise-Grade but Locked Down
PowerSPF is bundled with PowerDMARC, a large-scale enterprise email security platform. It offers SPF flattening as part of its service suite, but it’s deeply tied into the broader ecosystem.
Strengths:
- Enterprise-grade dashboards for DMARC and SPF.
- Robust compliance features.
- Good for corporations with complex security mandates.
Weaknesses:
- Vendor lock-in—you must adopt PowerDMARC’s ecosystem.
- Expensive for agencies with smaller clients.
- More features than most agencies need.
Example Use Case:
A global bank with thousands of employees and strict DMARC enforcement may find PowerSPF valuable, but a digital agency managing small to mid-sized clients will find it overwhelming and overpriced.
🔹 UniversalSPF: Compliance-First but Limited
UniversalSPF, created by Fraudmarc, takes a compliance-driven approach. It automatically flattens SPF records to reduce DNS lookups but emphasizes regulatory adherence.
Strengths:
- Easy to use, clean interface.
- Strong compliance documentation.
- Works well for industries under strict regulation (finance, healthcare).
Weaknesses:
- Limited customization.
- Lacks flexibility for agile workflows.
- Not designed for agencies managing many diverse client domains.
Example Use Case:
A healthcare provider under HIPAA compliance rules might adopt UniversalSPF for its compliance-first posture, but an agency managing fast-moving e-commerce clients may find it restrictive.
🔹 AutoSPF: Agency-First, Lightweight, Scalable
AutoSPF.io is the modern answer to SPF chaos. Built specifically for digital agencies, IT consultants, and managed service providers (MSPs), AutoSPF dynamically rewrites SPF records using macros—so you never exceed DNS lookup limits.
Strengths:
- Agency dashboard for managing multiple client domains at once.
- API-first design—connects with registrars, DNS providers, and automation tools.
- Works across all DNS providers—no vendor lock-in.
- Simple onboarding—get a client domain secured in minutes.
- Designed to scale—whether you manage 5 or 500 domains.
Weaknesses:
- Focused purely on SPF (doesn’t include DMARC reporting natively).
- Agencies may still want to pair with a DMARC monitoring solution.
Example Use Case:
A marketing agency managing 40+ client domains can deploy AutoSPF to automatically keep SPF records optimized, reducing manual updates, avoiding DNS errors, and protecting client deliverability—all without locking into an expensive ecosystem.
Pricing Breakdown
PowerSPF (PowerDMARC)
- Pricing bundled into enterprise plans.
- Expensive if SPF is your only need.
- Best for global corporations with full-scale DMARC needs.
UniversalSPF (Fraudmarc)
- Mid-range pricing with compliance features included.
- Best for organizations prioritizing regulatory alignment.
- Agencies may find it restrictive.
AutoSPF (DuoCircle)
- Transparent, per-domain pricing designed for agencies.
- Pay-as-you-grow model—no forced enterprise bundles.
- Perfect for agencies scaling from a handful of clients to hundreds.
User Experience: What It Feels Like to Use Each Tool
- PowerSPF: Enterprise dashboards, but cluttered for small agencies.
- UniversalSPF: Simple interface, but inflexible for fast-moving teams.
- AutoSPF: Lightweight, intuitive, and built for agency workflows.
Example:
When onboarding a new client, AutoSPF lets an agency integrate SPF management in minutes, while PowerSPF might require weeks of setup across its broader platform.
Integrations & Flexibility
- PowerSPF: Works best within PowerDMARC’s suite.
- UniversalSPF: Limited to compliance dashboards.
- AutoSPF: API-first design allows integrations with registrars, DNS hosts, CI/CD pipelines, and white-label reporting.
Agencies need this flexibility to seamlessly integrate SPF automation into client services.
Alternatives Worth Considering
While PowerSPF, UniversalSPF, and AutoSPF are leading solutions, you may also explore:
- SPF-Record.com – Syntax checker for SPF records.
- MxToolbox – DNS and SPF diagnostic tool.
- DMARCLY – Offers DMARC + SPF flattening.
- Postmark SPF Builder – Handy for single-domain SPF management.
These are good utilities, but they lack the agency-level automation that AutoSPF provides.
Final Verdict: Which SPF Macro Tool Should Agencies Choose?
- PowerSPF: Best for enterprises locked into PowerDMARC’s ecosystem.
- UniversalSPF: Best for compliance-heavy industries like finance or healthcare.
- AutoSPF: Best for digital agencies, IT consultancies, and MSPs—offering automation, scalability, and agency-first workflows.
👉 If you’re an agency managing multiple client domains, third-party tools, and SaaS integrations, AutoSPF is the clear winner.
It provides the automation you need, the scalability you want, and the flexibility your clients demand—without the cost or lock-in of enterprise platforms.
✅ Final Recommendation:
Don’t let SPF errors ruin client deliverability. Choose AutoSPF to streamline SPF management, protect client reputation, and scale your agency’s services effortlessly.