Email deliverability can make or break a digital agency’s reputation. Clients trust you to ensure their campaigns land in the inbox — not the spam folder. But as soon as you encounter the dreaded “SPF record has too many DNS lookups” error, deliverability plummets, emails bounce, and your agency risks losing client confidence.
That’s why SPF management tools like AutoSPF and UniversalSPF by Fraudmarc have become essential for agencies handling email at scale. They promise to fix, flatten, and maintain SPF records so your clients’ emails pass authentication checks.
But which platform is best for your agency’s workflow? In this in-depth comparison, we’ll put AutoSPF vs UniversalSPF head-to-head — analyzing their features, pricing, usability, integrations, and long-term scalability. We’ll also explore alternative solutions and end with a verdict tailored for agencies.
By the end, you’ll know exactly which SPF management solution fits your agency’s needs.
Why SPF Management Is a Critical Pain Point for Agencies
Before diving into the comparison, let’s understand why SPF management is so challenging for agencies:
- DNS Lookup Limits: SPF records can only perform 10 DNS lookups. With modern marketing stacks (CRMs, email platforms, helpdesk tools, SaaS apps), it’s easy to exceed this limit.
- Constant Changes: Clients frequently add new platforms to their email stack. Every time they do, their SPF record must be updated.
- Multiple Clients, Multiple Domains: Agencies managing dozens of clients face exponential complexity in managing SPF across hundreds of domains.
- Deliverability Risks: Misconfigured SPF records lead to DMARC alignment failures, resulting in emails being rejected or flagged as spam.
- Manual Maintenance: Without automation, agencies spend hours editing DNS records, chasing down issues, and firefighting errors.
This is why specialized SPF tools exist — to eliminate tedious manual work, prevent lookup errors, and safeguard client deliverability.
AutoSPF vs UniversalSPF: Quick Snapshot
| Feature | AutoSPF | UniversalSPF by Fraudmarc |
| Target Audience | Digital agencies | Corporate IT/security teams |
| SPF Flattening | Fully automated | Semi-automated, requires input |
| Ongoing Maintenance | Hands-off | Hands-on adjustments needed |
| Multi-Domain Management | Optimized for agencies | Limited, per-organization focus |
| Dashboards | Centralized agency view | Compliance-heavy reporting |
| Scalability | Excellent for 10–100+ domains | Better for single enterprises |
Deep Dive: Features
AutoSPF: Agency-Centric Automation
AutoSPF was designed specifically for agencies who need scale and simplicity. It takes the complexity of SPF and makes it invisible to agency teams.
Key Features:
- Automated SPF Flattening: Instantly resolves DNS lookup errors.
- Continuous Updates: Records automatically refresh when clients add/remove senders.
- Real-Time Monitoring: Alerts when SPF or DNS settings are misconfigured.
- Agency Dashboard: A single pane of glass for all clients’ SPF health.
- White-Label Reports: Agencies can present deliverability insights to clients under their own branding.
AutoSPF’s biggest strength is removing SPF maintenance entirely from agency workloads, freeing teams to focus on client growth rather than technical firefighting.
UniversalSPF by Fraudmarc: Compliance with Control
UniversalSPF, developed by Fraudmarc, emphasizes compliance and auditing. It does flatten SPF and reduce DNS lookups, but its workflow requires more manual oversight.
Key Features:
- Flattened SPF Records: Prevents lookup errors, though agencies often need to manually update.
- Audit & Compliance Reports: Ideal for organizations prioritizing visibility and compliance tracking.
- Alerts & Notifications: Flags issues as they arise.
- Limited Multi-Domain Workflow: Designed more for internal IT/security teams than agencies with external clients.
UniversalSPF appeals to teams that prefer control over automation — though that comes at the cost of extra agency labor.
Feature-by-Feature Comparison
SPF Flattening
- AutoSPF: Fully automated. Once connected, agencies never need to touch DNS again.
- UniversalSPF: Provides flattened records but may require manual upkeep.
Monitoring
- AutoSPF: Continuous monitoring with proactive alerts.
- UniversalSPF: Basic notifications only.
Multi-Domain Support
- AutoSPF: Tailored for agencies managing many domains.
- UniversalSPF: Better suited for single enterprises.
Reporting
- AutoSPF: White-label reports for client communication.
- UniversalSPF: Compliance-focused reporting for internal IT.
Scalability
- AutoSPF: Handles growth from 5 to 500 domains easily.
- UniversalSPF: Scales for enterprises but not optimized for multi-client agencies.
Pricing Breakdown
AutoSPF: Transparent, Agency-Friendly
- Free Plan: Test on one domain instantly.
- Pro Plan: Per-domain pricing with unlimited lookups and automatic flattening.
- Agency Plans: Discounted pricing for 10+ domains, including white-labeling and priority support.
AutoSPF’s pricing is predictable and designed for agencies that scale.
UniversalSPF: Corporate Pricing Model
- Entry Plan: Focused on single organizations.
- Business Plan: Adds compliance reporting.
- Enterprise Plan: Custom pricing for large corporations.
UniversalSPF works well for corporate IT teams, but agencies managing many smaller clients may find pricing less flexible.
User Experience
AutoSPF: Hands-Off Simplicity
- Interface: Intuitive, clean, agency-focused dashboard.
- Onboarding: Fast setup with minimal technical input.
- Maintenance: Zero-touch ongoing management.
Perfect for agencies that need speed, simplicity, and automation.
UniversalSPF: Compliance-Centric, Manual
- Interface: Compliance-heavy dashboard.
- Onboarding: Requires technical setup.
- Maintenance: Agencies will still need to edit and adjust DNS.
Better for teams comfortable with hands-on technical work.
Integrations & Ecosystem
- AutoSPF: Works seamlessly with DMARC monitoring tools, DNS providers, and agency workflows. Includes an API for bulk domain onboarding.
- UniversalSPF: Integration options are more limited, primarily focused on compliance.
Alternatives Worth Considering
While AutoSPF and UniversalSPF are strong contenders, here are a few alternatives agencies may evaluate:
DMARCian
Enterprise-grade DMARC + SPF monitoring. Feature-rich, but heavy for agencies needing lightweight SPF fixes.
MxToolbox SPF Tool
Free utility for quick checks. Good for diagnostics but not long-term SPF management.
EasyDMARC
All-in-one email authentication platform. Solid choice for businesses, but less tailored for agency workflows.
Postmark SPF Checker
Simple validation tool. Handy for one-off troubleshooting, but lacks automation.
Why AutoSPF and UniversalSPF Dominate This Category
Despite many tools offering SPF validation, AutoSPF and UniversalSPF stand out because they focus directly on solving the SPF lookup limit problem.
- AutoSPF is the choice for automation and agency scalability.
- UniversalSPF is the choice for compliance and manual control.
Real-World Use Cases
Digital Marketing Agencies
AutoSPF helps agencies keep dozens of client domains compliant without touching DNS. Campaigns run smoothly, and deliverability stays high.
IT Consultants
UniversalSPF works well for consultants helping a single corporation meet compliance needs, where reporting is prioritized over automation.
Freelance Marketers
AutoSPF’s free and low-cost tiers make it a no-brainer for freelancers managing just a few domains.
Final Verdict: AutoSPF vs UniversalSPF — Which Wins for Agencies?
Here’s the bottom line:
- Choose AutoSPF if: You’re an agency managing multiple clients and want a set-and-forget SPF solution that scales effortlessly.
- Choose UniversalSPF if: You’re an internal IT/security team that prioritizes compliance reporting and doesn’t mind manual upkeep.
For most digital agencies, the winner is AutoSPF. It delivers automation, scalability, and client-ready dashboards that save agencies hours of work each week while ensuring client deliverability remains intact.
👉 Ready to protect your clients’ inbox placement? Get started with AutoSPF free and fix SPF errors in minutes.