Email authentication has become one of the most important responsibilities for Managed Service Providers (MSPs). Clients rely on you to ensure their email deliverability, protect against spoofing, and stay compliant with security standards. But when it comes to managing SPF records across dozens—or even hundreds—of domains, things get complicated fast.
That’s where SPF macros and flattening services come in. They promise to simplify SPF management, prevent “too many DNS lookups” errors, and keep client emails flowing securely. But not all SPF macro solutions are created equal.
In this in-depth comparison of AutoSPF vs UniversalSPF by Fraudmarc, we’ll look at the strengths, weaknesses, and pricing of each solution, with a focus on what really matters for MSPs: automation, scalability, integrations, and long-term reliability.
By the end of this guide, you’ll know which SPF macro service is the best fit for your business and your clients.
Why SPF Management Is a Challenge for MSPs
Sender Policy Framework (SPF) is one of the cornerstones of email authentication. It tells receiving mail servers which hosts are allowed to send mail on behalf of a domain. Simple enough—until you realize how many third-party services your clients use:
- Microsoft 365 or Google Workspace for email hosting
- Salesforce or HubSpot for marketing automation
- Zendesk or Freshdesk for support tickets
- Dozens of other SaaS platforms that send email on behalf of your clients
Every new provider requires an SPF include. Add too many, and you hit the dreaded 10 DNS lookup limit, which breaks SPF and causes legitimate emails to be rejected or marked as spam.
For an MSP, this creates three ongoing headaches:
- Time sink: Constantly rewriting and revalidating SPF records as clients add new services.
- Error risk: Misconfigured records that harm deliverability or weaken security.
- Scalability limits: Managing SPF for dozens of clients manually doesn’t scale.
This is where tools like AutoSPF and UniversalSPF step in—flattening SPF records and simplifying management. But they take very different approaches.
AutoSPF vs UniversalSPF: Feature-by-Feature Comparison
| Feature | AutoSPF | UniversalSPF by Fraudmarc |
| Automation | Continuous, real-time updates | Requires manual refreshes |
| Multi-domain Support | Built for MSP multi-tenant workflows | Works, but less streamlined |
| Lookup Limit Handling | Always keeps SPF under 10 DNS lookups | Flattening works, but may need manual edits |
| Ease of Use | Set it once, runs automatically | Requires regular technical oversight |
| Scalability | Optimized for MSPs managing 10–500+ domains | Better suited for single-enterprise deployments |
| Pricing | Transparent, per-domain, MSP-friendly | Enterprise-style pricing, less flexible |
| Integrations | Built to slot into MSP tool stacks | Basic, less customizable |
AutoSPF: Built for MSP Scale
AutoSPF is an automation-first SPF macro solution. It was designed specifically for the challenges Managed Service Providers face when managing client portfolios.
Key Advantages of AutoSPF
- Hands-off automation
Once you connect a domain, AutoSPF automatically flattens and manages SPF records. Whenever an include changes, AutoSPF updates the record instantly—no manual intervention required. - Multi-domain management
Manage hundreds of domains from a single dashboard. AutoSPF is multi-tenant by design, so MSPs can segment clients, track record health, and scale easily. - Guaranteed compliance
AutoSPF ensures every record stays compliant with the 10-lookup limit and never exceeds DNS query restrictions. - Operational efficiency
No more client tickets about email bounces or SPF errors. AutoSPF reduces support overhead, freeing your team to focus on higher-value security and IT services. - Integration-ready
Works smoothly alongside your email security stack, whether you’re running DKIM/DMARC monitoring, MTA-STS, or full enterprise email security gateways.
Bottom line: AutoSPF is the “set it and forget it” solution MSPs have been waiting for.
UniversalSPF by Fraudmarc: Trusted but Manual
Fraudmarc’s UniversalSPF has been a longstanding SPF flattening service. It does what it promises—simplifying records and keeping SPF valid—but it’s less focused on the unique needs of MSPs.
Strengths of UniversalSPF
- Provides reliable SPF flattening.
- Backed by a well-known email security vendor.
- Works for organizations that don’t change providers often.
Limitations for MSPs
- Manual refresh required
If a client adds a new SaaS email service, you must regenerate or refresh the SPF record manually. For a single domain, this isn’t bad—but for an MSP with 100+ clients, it quickly becomes unmanageable. - Scaling challenges
Designed more for enterprise deployments, UniversalSPF doesn’t offer the same multi-tenant efficiencies that MSPs need. - Higher cost structure
Pricing is less transparent and often tailored toward large single-organization contracts, making it expensive for MSPs managing smaller clients.
Bottom line: UniversalSPF is reliable for low-change environments but creates friction for MSPs needing speed, scale, and automation.
Pricing Comparison
AutoSPF: Transparent and MSP-Friendly
- Per-domain pricing scales affordably with your client base.
- Plans available for small MSPs (10–20 domains) all the way up to enterprise-scale providers (500+ domains).
- Predictable costs make it easier to bake into your MSP service packages.
UniversalSPF: Enterprise-Oriented Pricing
- Pricing typically negotiates on a per-contract basis.
- Works well for single organizations, but MSPs often face higher per-domain costs.
- Less flexible for scaling across many small-to-medium clients.
User Experience
- AutoSPF: Clean, intuitive dashboard. Add domains, monitor health, and let automation handle the rest. Minimal learning curve. Ideal for MSPs who want efficiency and visibility.
- UniversalSPF: Usable, but requires more manual domain-by-domain management. Fine for IT teams with one environment, but cumbersome for MSPs juggling many.
Integrations
- AutoSPF: Connects into MSP workflows, email authentication monitoring, and reporting dashboards. Designed to be part of a full-service MSP security stack.
- UniversalSPF: Works standalone. Limited integration options, meaning MSPs often need workarounds or custom scripts.
Alternatives to AutoSPF & UniversalSPF
While AutoSPF and UniversalSPF are strong contenders, other SPF macro tools exist:
- PowerSPF (PowerDMARC): Feature-rich but more manual management required.
- MxToolbox SPF Flattening: A good free utility but not scalable beyond a few domains.
- EasySPF: Simple, but targeted at SMBs—not MSP-scale workloads.
- DIY Scripts: Some MSPs build custom SPF scripts, but this creates ongoing technical debt and risk.
Final Verdict: Which SPF Macro Solution Wins for MSPs?
- Choose AutoSPF if you manage multiple client domains and want automation, scalability, and efficiency. It’s purpose-built for MSPs and saves countless hours of manual SPF management.
- Choose UniversalSPF by Fraudmarc if you manage only a handful of domains, or if you’re an enterprise with a relatively static email environment.
👉 For MSPs who need to balance security, scalability, and client deliverability, AutoSPF is the clear winner.
FAQs
What’s the biggest difference between AutoSPF and UniversalSPF?
AutoSPF is fully automated and designed for MSP scale, while UniversalSPF requires manual refreshes and suits smaller, static environments.
How does AutoSPF help MSPs save time?
By automatically updating SPF records in real time, AutoSPF removes the need for MSPs to constantly rewrite or validate records.
What happens if my clients add new SaaS providers?
With AutoSPF, updates are handled automatically. With UniversalSPF, you’ll need to regenerate records manually.
Is AutoSPF secure?
Yes. AutoSPF maintains compliance with SPF standards, reduces lookup failures, and prevents misconfigurations that could harm email deliverability.
Does UniversalSPF still make sense for enterprises?
Yes—for enterprises managing a single environment, UniversalSPF works well. But for MSPs with diverse client portfolios, it introduces unnecessary manual work.
How does pricing compare?
AutoSPF offers transparent, per-domain pricing that scales with your business. UniversalSPF uses more enterprise-style pricing, which can be costly for MSPs.
✅ Ready to stop firefighting SPF errors for your clients?
Start with AutoSPF—the automated SPF macro solution built for MSPs. Save time, reduce risk, and keep client email deliverability secure.