Managing email authentication for digital agency clients is no small task. With so many services in play—Google Workspace, Microsoft 365, HubSpot, Mailchimp, Salesforce, and countless niche tools—it’s easy for an agency to run headfirst into SPF’s 10-DNS-lookup limit. That’s where SPF flattening solutions come in.
Two leading players in this space are AutoSPF and UniversalSPF by Fraudmarc. While both aim to simplify SPF record management, they approach the problem differently. One emphasizes automation and scalability for agencies; the other focuses on enterprise-level email security.
In this article, we’ll compare AutoSPF vs UniversalSPF in depth, exploring features, pricing, integrations, scalability, and overall fit. Whether you’re an agency juggling dozens of client accounts or an enterprise IT team managing internal domains, this guide will help you determine which solution is the best fit.
Why SPF Flattening Matters More Than Ever
SPF (Sender Policy Framework) was designed to reduce email spoofing by ensuring only authorized servers can send on behalf of a domain. It’s a foundational piece of DMARC compliance and modern email security.
But agencies quickly hit roadblocks:
- SPF Record Limits: The DNS lookup cap of 10 makes it difficult for clients with multiple SaaS tools to authenticate all senders.
- Deliverability Risks: Exceeding the limit causes “permerror” failures—emails get flagged, bounced, or land in spam.
- Maintenance Overhead: Email service providers frequently change or expand their IP ranges, forcing constant SPF record updates.
- Multi-Client Chaos: Agencies managing dozens of domains multiply this complexity tenfold.
Without proper SPF management, even the best-crafted campaigns risk poor inbox placement, reduced open rates, and revenue loss. SPF flattening solves this by simplifying SPF records and keeping them within the compliance threshold.
For agencies, the choice between static vs dynamic flattening solutions can determine whether SPF becomes a constant pain point—or a seamless, automated background process.
AutoSPF vs UniversalSPF: Overview
Before diving into features, let’s set the stage with a high-level snapshot.
- AutoSPF: A dynamic SPF flattening platform designed specifically for agencies. Its automation, real-time monitoring, and multi-domain dashboards make it ideal for marketing firms, MSPs, and email deliverability consultants.
- UniversalSPF by Fraudmarc: An SPF flattening tool within a broader enterprise security suite. It prevents SPF failures but leans toward single-domain or enterprise IT environments rather than multi-client agency setups.
Deep Dive: AutoSPF
AutoSPF was built for one thing: helping agencies manage SPF records at scale without the headache. Unlike static flattening methods, AutoSPF continuously adapts to changes in email providers’ infrastructure, ensuring SPF records stay valid 24/7.
Key Strengths
- Dynamic Flattening: Automatically resolves includes into IPs, keeping domains compliant without manual edits.
- Centralized Dashboard: Manage all client domains from a single, agency-friendly interface.
- Real-Time Monitoring & Alerts: Detect issues before they impact campaigns; receive proactive alerts when providers make changes.
- Zero Maintenance: Once set up, AutoSPF runs in the background. Agencies don’t have to touch records again.
- White-Label Capability: Agencies can package AutoSPF as part of their deliverability service offering, strengthening client trust and retention.
Use Case Example
A mid-sized digital agency manages 45 client domains. Each client uses 4–6 email providers, often switching vendors as marketing stacks evolve. Without AutoSPF, the agency’s IT team would spend hours every month manually updating SPF records and firefighting deliverability issues. With AutoSPF, updates happen automatically, and the team receives alerts before problems occur. That time saved translates directly into more billable client work.
Deep Dive: UniversalSPF by Fraudmarc
UniversalSPF takes a different approach. Instead of continuous automation, it generates flattened, static SPF records that fit within DNS limits. This reduces immediate lookup issues but requires regeneration whenever providers adjust their sending infrastructure.
Key Strengths
- Static SPF Flattening: Generates compliant records quickly.
- Monitoring Features: Provides alerts if SPF records fail validation.
- Integration Options: Connects with common SaaS email providers.
- Enterprise Security Context: Fits neatly into Fraudmarc’s broader suite of security and compliance tools.
Limitations for Agencies
While UniversalSPF works well for enterprises managing one or two domains internally, it’s less suitable for agencies:
- Manual Maintenance: Agencies must regenerate records regularly across multiple clients.
- Limited Scalability: The interface isn’t designed for managing dozens of client accounts simultaneously.
- Less Automation: Lacks dynamic updates, so agencies may still face firefighting when clients add new services.
Feature-by-Feature Comparison
| Feature | AutoSPF | UniversalSPF by Fraudmarc |
| Flattening Method | Dynamic (real-time updates) | Static (manual regeneration) |
| Multi-Domain Management | Yes, agency-focused dashboard | Limited, enterprise-oriented |
| Monitoring & Alerts | Real-time, proactive | Basic alerts |
| Ease of Use | Minimal setup, automation-driven | Requires ongoing technical oversight |
| Integrations | Wide: Google, Microsoft, Mailchimp, HubSpot, Salesforce, etc. | Standard SaaS integrations |
| White-Label | Yes | No |
| Best For | Agencies with multiple clients | Enterprises with single-domain IT teams |
Pricing Breakdown
AutoSPF
- Pricing Model: Subscription-based, scaled to number of domains.
- Agency Value: Predictable monthly cost, no hidden maintenance fees.
- ROI: Prevents costly deliverability issues, saves hours of IT time per client.
UniversalSPF by Fraudmarc
- Pricing Model: Enterprise licensing, often bundled with Fraudmarc’s full suite.
- Agency Value: Better suited for large corporations with dedicated IT security teams, not for agencies juggling many domains.
- ROI: Strong for single organizations but lower for multi-client scalability.
User Experience
AutoSPF: Seamless for Agencies
- Interface: Modern, intuitive, designed for bulk domain management.
- Learning Curve: Virtually none—automation handles complexity.
- Monitoring: Real-time alerts keep agencies ahead of deliverability issues.
UniversalSPF: Functional for Enterprises
- Interface: Practical but enterprise-focused, not tailored to agency workflows.
- Learning Curve: Requires more technical expertise.
- Monitoring: Alerts are reactive rather than proactive.
Integrations
- AutoSPF: Wide-ranging compatibility—supports major ESPs (Google, Microsoft, Mailchimp, Salesforce, HubSpot) and adapts dynamically to new vendor IP changes.
- UniversalSPF: Integrates with common providers but relies on static updates, limiting adaptability.
Alternatives to AutoSPF and UniversalSPF
If neither AutoSPF nor UniversalSPF fits your needs, here are other SPF management tools worth considering:
- PowerSPF (by PowerDMARC): Enterprise-level flattening with strict compliance controls; strong for highly regulated industries.
- MXToolbox SPF Flattening: Popular diagnostic tool; good for small businesses but static and unsuitable for agencies.
- Generic SPF Generators: Free tools that generate compliant SPF records. Quick fixes, but risky for long-term use since they lack monitoring and automation.
Agencies should weigh these alternatives carefully—most lack the automation, scalability, and white-label support needed for managing client portfolios.
Final Verdict: AutoSPF vs UniversalSPF – Which One is Right for You?
- Choose AutoSPF if: You’re a digital agency managing multiple domains, value automation, and need proactive monitoring to protect client deliverability. AutoSPF’s dynamic approach eliminates maintenance headaches and offers true scalability.
- Choose UniversalSPF if: You’re an enterprise IT team with fewer domains and want a one-time static fix within a larger email security suite.
For agencies, the winner is clear: AutoSPF delivers long-term reliability, automation, and peace of mind at scale.
👉 Ready to safeguard your clients’ deliverability? Get started with AutoSPF today and ensure SPF records never hold back your campaigns again.