If you run a digital agency or MSP, managing email deliverability for multiple clients is a daily challenge. Between juggling DNS records, ensuring authentication protocols are set up correctly, and dealing with the dreaded SPF 10-lookup limit, agencies often find themselves firefighting instead of focusing on growth.
That’s where specialized SPF flattening and management solutions come in. Tools like PowerSPF by PowerDMARC, UniversalSPF by Fraudmarc, and AutoSPF promise to simplify SPF record management, reduce lookup errors, and improve deliverability across domains.
But which one is the best for agencies? In this comprehensive guide, we’ll compare PowerSPF vs UniversalSPF vs AutoSPF—looking at features, pricing, user experience, and scalability—so you can pick the right fit for your agency’s workflow.
Why SPF Record Management Is Critical for Agencies
SPF (Sender Policy Framework) is one of the key pillars of email authentication, alongside DKIM and DMARC. It tells receiving mail servers which IP addresses are authorized to send on behalf of a domain. When managed correctly, SPF prevents spoofing, phishing, and unauthorized email use.
However, SPF has a built-in limitation: it only allows 10 DNS lookups per record. For agencies managing multiple SaaS platforms, email providers, and third-party tools for clients, this limit is quickly exceeded—resulting in:
- SPF PermErrors (broken records)
- Failed authentication for legitimate mail
- Increased risk of spam folder placement
- Frustrated clients losing trust
For an agency, even one client’s emails going undelivered can mean lost business and damaged reputation. That’s why SPF flattening solutions are no longer optional—they’re essential.
PowerSPF vs UniversalSPF vs AutoSPF: Key Features Comparison
AutoSPF – Unlimited SPF Flattening for Agencies
AutoSPF is specifically designed for digital agencies and managed service providers (MSPs) that handle large volumes of client domains. Instead of simply “fixing” SPF records, AutoSPF fully automates SPF flattening and optimization, eliminating the 10-lookup limit once and for all.
Key Features of AutoSPF
- Unlimited SPF Lookups
Never worry about hitting the 10-lookup cap. AutoSPF dynamically optimizes and flattens records, no matter how many third-party services your clients use. - Real-Time Auto Updates
If a provider changes its sending infrastructure, AutoSPF updates automatically. No more manual edits or broken client SPF records. - Multi-Domain Agency Dashboard
Manage all your client SPF records from one place. Perfect for agencies juggling dozens or hundreds of clients. - White-Label Support
Agencies can rebrand AutoSPF as their own offering, turning SPF management into a billable service. - Zero Maintenance
Once set up, AutoSPF runs in the background, ensuring SPF records are always optimized—freeing your team from DNS firefighting.
💡 Best for: Agencies and MSPs that prioritize scalability, automation, and hands-off SPF management.
PowerSPF by PowerDMARC – Granular Control with Enterprise Focus
PowerSPF is a product offered by PowerDMARC, a broader email authentication suite. It helps businesses flatten their SPF records while maintaining a degree of manual oversight.
Key Features of PowerSPF
- SPF Flattening
Helps reduce the number of lookups to stay under the RFC limit. - IP Whitelisting & Blacklisting
Security-conscious teams can control which IPs are explicitly allowed or denied. - Integration with DMARC Reporting
Works seamlessly with PowerDMARC’s reporting tools, providing additional visibility into sending sources.
While powerful, PowerSPF often feels more suited to enterprise IT/security teams rather than digital agencies. Its manual controls require additional oversight, which can be time-consuming at scale.
💡 Best for: Large organizations with dedicated security teams that want manual control over SPF management.
UniversalSPF by Fraudmarc – Basic SPF Flattening for Small Setups
UniversalSPF by Fraudmarc is a simpler solution aimed at keeping SPF records compliant with lookup limits. It’s straightforward but lacks the automation and multi-domain features agencies need.
Key Features of UniversalSPF
- SPF Lookup Reduction
Prevents exceeding the 10-lookup limit. - Simple Setup
User-friendly interface makes it quick to configure. - Manual Maintenance Required
Unlike AutoSPF, UniversalSPF requires updates when providers change their IPs.
For agencies, the limited feature set makes UniversalSPF better suited for small businesses or single-domain users.
💡 Best for: Small companies managing 1–2 domains who need a lightweight fix.
Feature-by-Feature Comparison
| Feature | AutoSPF | PowerSPF | UniversalSPF |
| Unlimited DNS flattening | ✅ | ❌ | ❌ |
| Real-time auto-updates | ✅ | ⚠ Partial | ❌ |
| Multi-domain agency dashboard | ✅ | ❌ | ❌ |
| White-label support | ✅ | ❌ | ❌ |
| Best for… | Agencies & MSPs | Enterprises | Single-domain users |
Pricing Plans
AutoSPF – Transparent & Scalable
AutoSPF offers clear, agency-friendly pricing with unlimited domain support. Instead of charging per domain or per lookup, it scales with your agency’s needs. This makes it a predictable, cost-effective option for growing agencies.
PowerSPF – Enterprise-Oriented Bundling
Pricing is typically bundled with PowerDMARC’s broader suite. While this adds advanced reporting and DMARC analytics, it can be overkill for agencies that just need SPF management.
UniversalSPF – Entry-Level Option
UniversalSPF is affordable but limited. It works for small setups but becomes impractical for agencies that need automation, bulk management, or advanced features.
👉 For agencies, AutoSPF clearly offers the best ROI by combining unlimited scalability with predictable pricing.
User Experience Comparison
- AutoSPF: Agency-focused design with a centralized dashboard. Extremely easy to use—even for non-technical staff.
- PowerSPF: Feature-rich, but requires manual input for whitelist/blacklist rules, adding complexity.
- UniversalSPF: Very simple but too limited for agencies managing multiple domains.
Final Verdict: Which SPF Tool Should Your Agency Choose?
- ✅ Choose AutoSPF if you’re a digital agency or MSP. It eliminates lookup limits, automates SPF updates, and centralizes management—making it the most scalable choice.
- ✅ Choose PowerSPF if you’re an enterprise IT/security team that values manual control over automation.
- ✅ Choose UniversalSPF if you’re a small business with a single domain and basic SPF needs.
For agencies, the clear winner is AutoSPF—it’s the only SPF solution designed from the ground up to handle the complexity and scale of multi-client management.
Alternatives to AutoSPF, PowerSPF, and UniversalSPF
If you’re still evaluating, here are other SPF approaches:
- DIY Scripts: Free, but high-maintenance and error-prone.
- Managed DNS Providers: Offer basic SPF help, but limited automation.
- Full Email Security Suites: Feature-rich but expensive if SPF flattening is your only need.
Still, none combine automation, scalability, and agency-readiness the way AutoSPF does.
Frequently Asked Questions
1. Which SPF solution is best for agencies?
AutoSPF is the top choice for agencies because it removes lookup limits, manages multiple domains from one dashboard, and automates SPF updates—saving agencies hours of manual work.
2. Can I use free SPF flattening scripts instead of AutoSPF?
Yes, but free scripts require constant manual updates. When providers change their IPs, SPF records break. For agencies, this is risky and inefficient.
3. Does AutoSPF support white-labeling?
Yes. AutoSPF is designed with agencies in mind, allowing you to rebrand the platform as your own offering.
4. How does PowerSPF differ from AutoSPF?
PowerSPF gives enterprises manual control with IP whitelisting/blacklisting. AutoSPF, on the other hand, prioritizes automation and scalability, making it better for agencies.
5. Is UniversalSPF enough for multi-domain agencies?
Not really. It’s fine for single-domain businesses but lacks automation and centralized management. Agencies quickly outgrow it.
6. What happens if I ignore SPF limits?
If you exceed 10 DNS lookups, SPF records fail (PermError). Legitimate emails may bounce or land in spam. For agencies managing client trust, this is unacceptable.
✅ Final Word: If you manage multiple clients, don’t gamble with email deliverability. AutoSPF is the only SPF management tool built for agencies—unlimited, automated, and scalable.