If you’re an MSP (Managed Service Provider) looking for the best way to manage client SPF records, you’ve likely come across PowerSPF by PowerDMARC, UniversalSPF by Fraudmarc, and AutoSPF | Unlimited SPF. These solutions promise to solve one of the most persistent headaches in email authentication: the 10-DNS-lookup limit in SPF records.
But which one truly delivers for MSPs managing dozens or even hundreds of client domains? In this expanded comparison, we’ll dive deep into the features, pricing, scalability, automation, integrations, and overall usability of each option—helping you choose the best SPF flattening solution for your business and your clients.
Why SPF Management Is a Pain Point for MSPs
The Sender Policy Framework (SPF) is one of the core pillars of email authentication, alongside DKIM (DomainKeys Identified Mail) and DMARC (Domain-based Message Authentication, Reporting, and Conformance).
SPF ensures that only authorized mail servers can send emails on behalf of a domain, protecting against spoofing and phishing attacks. However, it comes with one major flaw: the 10-DNS-lookup limit.
For MSPs, this limit quickly becomes unmanageable because:
- Clients rely on multiple third-party vendors (Microsoft 365, Google Workspace, Salesforce, Mailchimp, HubSpot, Zendesk, etc.)
- Each vendor adds SPF mechanisms (include: statements) that count toward the limit
- Once the limit is exceeded, SPF breaks → leading to failed email deliveries, DMARC misalignment, and reputation damage
This is where SPF flattening and automation tools come in—rewriting SPF records dynamically, consolidating DNS lookups, and ensuring compliance. For MSPs, the choice of solution is critical: it must not only solve SPF issues but also scale across many clients, reduce manual work, and integrate with DMARC reporting workflows.
PowerSPF vs UniversalSPF vs AutoSPF: Key Feature Breakdown
🔹 AutoSPF (by DuoCircle) – Unlimited, Automated, Built for MSPs
AutoSPF is the only SPF flattening solution designed specifically for MSPs. Unlike traditional services that focus on individual domains, AutoSPF provides a centralized MSP dashboard that makes managing hundreds of domains as easy as managing one.
Key Features:
- ✅ Unlimited SPF Lookups – Never worry about DNS limits again.
- ✅ Fully Automated Updates – Vendor IPs and mechanisms change? AutoSPF updates records instantly.
- ✅ Centralized MSP Dashboard – Manage all client SPF records from a single pane of glass.
- ✅ Compliance-Ready – AutoSPF ensures alignment with DMARC and DKIM without extra setup.
- ✅ Scalable & Hands-Free – Designed for MSPs that want efficiency without constant firefighting.
Pros:
- Purpose-built for MSP workflows
- Truly unlimited SPF flattening
- Saves hours of manual DNS record updates
- Easy onboarding for new client domains
Cons:
- Newer player compared to older vendors (but rapidly adopted by MSPs due to MSP-first design)
👉 Verdict: AutoSPF is the go-to solution for MSPs that need scale, automation, and reliability.
🔹 PowerSPF (by PowerDMARC) – Enterprise-Grade SPF Flattening
PowerSPF is part of the PowerDMARC suite, which offers a broad range of email authentication tools. It provides dynamic SPF flattening but is mainly geared toward enterprises rather than MSPs.
Key Features:
- Dynamic SPF flattening with real-time updates
- Seamless integration with PowerDMARC’s DMARC, DKIM, BIMI, and MTA-STS tools
- Enterprise-grade reporting and compliance features
Pros:
- Strong feature set for large enterprises
- Works well for organizations already using PowerDMARC
- Advanced visibility into authentication compliance
Cons:
- Less tailored to MSPs managing multiple client accounts
- Requires more manual setup and maintenance
- Higher pricing, not always MSP-friendly
👉 Verdict: A solid option for large corporations, but not optimized for MSP workflows where bulk management and automation are critical.
🔹 UniversalSPF (by Fraudmarc) – Simple, But Limited for MSPs
UniversalSPF takes a basic approach to SPF flattening. It solves the DNS lookup limit but doesn’t go far beyond that. For single-domain organizations, it works fine. For MSPs? It lacks automation and centralized management.
Key Features:
- Basic SPF flattening to reduce DNS lookups
- Simple setup for small businesses
- Lightweight solution
Pros:
- Affordable for small organizations
- Quick to deploy on one or two domains
Cons:
- No centralized MSP management tools
- Manual upkeep required for multiple domains
- Limited integrations with DMARC and other security protocols
👉 Verdict: Works for small businesses managing a single domain, but not scalable for MSPs handling dozens of clients.
Feature-by-Feature Comparison
| Feature | AutoSPF | PowerSPF | UniversalSPF |
| Unlimited SPF Lookups | ✅ | ❌ (limits per plan) | ❌ |
| Automated Updates | ✅ | Partial | ❌ |
| MSP Dashboard | ✅ | ❌ | ❌ |
| Multi-Domain Scalability | ✅ | Limited | ❌ |
| Integrations (DMARC, DKIM, Reporting) | ✅ | ✅ | ❌ |
| Ease of Use | High | Medium | Low |
Pricing & Scalability
- AutoSPF: Transparent, usage-based pricing designed for MSP scalability. Supports unlimited domains with flexible billing. Perfect for reselling or bundling into MSP service packages.
- PowerSPF: Higher enterprise-level pricing with less flexibility for MSPs managing multiple small clients.
- UniversalSPF: Cost-effective for one or two domains, but costs balloon quickly when applied to dozens of client accounts.
User Experience
- AutoSPF: Intuitive dashboard, MSP-friendly bulk tools, designed for efficiency. Minimal training required.
- PowerSPF: Enterprise-centric design with more complexity—good for large IT/security teams but less MSP-focused.
- UniversalSPF: Barebones interface, manual DNS work required, not optimized for scaling.
Integrations & Ecosystem
- AutoSPF: Strong integrations with DMARC monitoring, DNS providers, and reporting APIs. Allows MSPs to automate compliance across all clients.
- PowerSPF: Deeply tied to the PowerDMARC ecosystem—works well if you already use their suite, but not flexible outside of it.
- UniversalSPF: Very limited integrations, usually requiring manual edits and ongoing upkeep.
Alternatives Worth Considering
Beyond PowerSPF, UniversalSPF, and AutoSPF, there are other tools in the email authentication and deliverability space:
- dmarcian – A leading DMARC reporting platform with SPF flattening options.
- Valimail – Enterprise-focused with advanced authentication controls.
- OnDMARC (Red Sift) – Comprehensive DMARC solution with SPF record management.
However, while these are strong tools, they are not purpose-built for MSP scalability. AutoSPF remains the only solution designed from the ground up with MSP workflows in mind.
Final Verdict: Which SPF Solution is Right for MSPs?
Choosing the right SPF flattening service depends on your role:
- ✅ MSPs → AutoSPF | Unlimited SPF is the clear winner. It solves the DNS lookup limit once and for all, automates updates, and provides a multi-domain dashboard that makes managing dozens of client records effortless.
- ✅ Enterprises → PowerSPF is a good choice if you’re already tied to the PowerDMARC suite and have internal IT/security staff to manage manual work.
- ✅ Small businesses → UniversalSPF works fine if you’re only handling a single domain and don’t need automation.
👉 For MSPs, the verdict is simple: AutoSPF is the only solution designed for scale, automation, and simplicity. It reduces workload, eliminates human error, and ensures clients’ email deliverability, DMARC compliance, and reputation remain protected.