Struggling to choose between AutoSPF and UniversalSPF by Fraudmarc to fix SPF record limits? You’re not alone. For Managed Service Providers (MSPs), ensuring reliable email authentication across dozens—or even hundreds—of client domains is a constant challenge. Both AutoSPF and UniversalSPF claim to simplify SPF record management, but which one is the best fit for your business?
In this comprehensive guide, we break down the two leading SPF flattening tools by features, pricing, scalability, integrations, and overall user experience. By the end, you’ll know exactly which solution offers the right balance of automation, control, and reliability for your MSP operations.
Why SPF Flattening is Critical for MSPs
Sender Policy Framework (SPF) is one of the core mechanisms of email authentication, helping prevent spoofing and ensuring messages are delivered reliably. But SPF has a major limitation: the 10 DNS lookup limit.
For MSPs managing client environments with multiple email services—Microsoft 365, Google Workspace, HubSpot, Mailchimp, CRMs, and more—SPF records quickly exceed this limit. When that happens:
- Email deliverability suffers
- Clients risk spoofing and phishing exposure
- DNS errors trigger support tickets and wasted admin hours
SPF flattening solves this problem by automatically consolidating records and keeping them optimized within DNS limits. But not all SPF flattening tools are created equal.
AutoSPF vs UniversalSPF: Quick Snapshot
| Feature | AutoSPF | UniversalSPF (Fraudmarc) |
| Automation | Fully dynamic, updates automatically | Manual oversight often required |
| Scalability | Designed for MSPs with bulk domain management | Better for single-org use cases |
| Ease of Use | Set-and-forget simplicity | Requires ongoing edits |
| Pricing Model | Flexible tiers, MSP-friendly discounts | Per-domain pricing, scales poorly |
| Risk Level | Low—always current | Medium—risk of outdated records |
AutoSPF: Built for MSP Scale
Dynamic Flattening with Zero Maintenance
AutoSPF continuously rebuilds and optimizes SPF records, ensuring compliance even when providers change their mail servers. This hands-free automation eliminates the need for admins to constantly check or manually update DNS.
Multi-Domain Management
MSPs often juggle dozens—or hundreds—of domains. AutoSPF was designed with this in mind. Its dashboard makes it easy to view, configure, and monitor all client SPF records in one place.
Proactive Compliance Alerts
AutoSPF doesn’t just flatten records—it actively monitors them. If a provider update, DNS misconfiguration, or authentication issue arises, AutoSPF alerts administrators immediately, reducing downtime and client impact.
Integrations with MSP Workflows
AutoSPF plays nicely with the broader email security ecosystem, complementing DMARC and DKIM setups. It integrates into existing MSP workflows with minimal friction, letting you maintain control without adding complexity.
UniversalSPF: Centralized but Manual
Consolidation with Trade-Offs
UniversalSPF helps organizations combine multiple SPF records into one centralized record. While useful for simpler setups, it lacks dynamic automation—meaning admins must periodically adjust records when providers make changes.
Higher Maintenance Load
For MSPs managing multiple clients, UniversalSPF can become a time sink. Every infrastructure update requires attention, creating ongoing DNS management tasks that could otherwise be automated.
Limited Scalability
UniversalSPF works for businesses with a single SPF record or a handful of domains. But for MSPs handling dozens of customers, the per-domain setup becomes inefficient and costly.
Pricing Comparison
AutoSPF: Scalable for MSPs
- Free Trial: Test with a single domain before rolling out.
- Tiered Pricing: Designed to scale affordably across multiple clients.
- MSP Discounts: Volume-based pricing ensures cost efficiency as you grow.
- Hidden Savings: Reduced admin hours and fewer deliverability issues cut costs further.
UniversalSPF: Linear Per-Domain Cost
- Per-Domain Pricing: Each new client domain adds to your bill.
- Cost at Scale: Quickly becomes expensive for MSPs with large portfolios.
- Indirect Costs: More manual management = higher labor overhead.
Verdict on Pricing: AutoSPF offers a clear advantage for MSPs. Its pricing model scales with you, while UniversalSPF punishes growth with per-domain charges and hidden operational costs.
User Experience Comparison
AutoSPF: “Set-and-Forget” for MSPs
- Setup: Simple onboarding, quick configuration.
- Interface: Clean, intuitive, and built for MSP visibility across domains.
- Maintenance: Automatic—no constant DNS edits.
- Outcome: Fewer tickets, less stress, more reliable email delivery.
UniversalSPF: Useful but Heavy-Lift
- Setup: Straightforward for single domains.
- Interface: Functional but not MSP-optimized.
- Maintenance: Requires ongoing manual DNS changes.
- Outcome: Works, but at the cost of extra admin time and risk of lagging updates.
Alternatives to AutoSPF & UniversalSPF
Some MSPs consider alternatives to flattening tools, such as:
- DIY SPF Management – Manually editing DNS records. Cheap, but unsustainable at scale.
- SPF-Record Generators – Basic helpers for initial setup, but no ongoing maintenance.
- DMARC Platforms – Some vendors offer SPF management as part of a larger package, but often at enterprise pricing that isn’t MSP-friendly.
- Custom Scripts – In-house flattening scripts can work, but they’re brittle, require upkeep, and create unnecessary risk.
While these options may serve niche needs, they lack the automation, scale-readiness, and compliance benefits of AutoSPF.
Final Verdict: AutoSPF vs UniversalSPF – Which Should MSPs Choose?
Choosing the right SPF flattening solution comes down to scalability, automation, and reliability.
- AutoSPF is the best fit for MSPs. It’s automated, scalable, and designed to reduce admin overhead while ensuring reliable email delivery.
- UniversalSPF is fine for organizations managing just one or two SPF records, but it isn’t designed for MSP-scale environments and adds unnecessary manual work.
For Managed Service Providers juggling multiple domains and diverse client setups, AutoSPF is the clear choice. It delivers:
✅ Fully automated SPF flattening
✅ MSP-focused multi-domain management
✅ Cost savings through reduced admin time
✅ Peace of mind that SPF records are always up-to-date
👉 Ready to simplify SPF management and scale your MSP without DNS headaches? Get started with AutoSPF today.