Struggling to decide between AutoSPF and UniversalSPF by Fraudmarc for managing your SPF records? You’re not alone. With SPF (Sender Policy Framework) being a cornerstone of email authentication, SMBs are increasingly realizing that a poorly managed SPF record can lead to email deliverability failures, spoofing risks, and compliance gaps.

In this in-depth comparison of AutoSPF vs UniversalSPF, we’ll break down both tools across features, pricing, ease of use, integrations, and scalability. By the end, you’ll know which unlimited SPF solution best suits your organization’s needs—whether you’re a growing small business or a larger company with complex email flows.

Why Unlimited SPF Matters for SMBs

Before diving into the comparison, let’s clarify why “unlimited SPF” is such a big deal.

SPF works by checking which mail servers are authorized to send email on behalf of your domain. But here’s the catch:

  • SPF has a 10 DNS lookup limit. If your SPF record requires more lookups, it fails.
  • Many SMBs rely on multiple third-party email services (e.g., Microsoft 365, Google Workspace, Mailchimp, Zendesk, Salesforce). This quickly exceeds the limit.
  • SPF flattening—manually replacing “includes” with IP addresses—offers only a temporary fix. Records can change frequently, breaking your SPF setup.

Unlimited SPF solutions like AutoSPF and UniversalSPF eliminate these issues by dynamically managing SPF records, ensuring compliance and reliable deliverability without the lookup cap.

AutoSPF vs UniversalSPF: Key Features Breakdown

  • AutoSPF: SMB-focused, automated, plug-and-play SPF management.
  • UniversalSPF (Fraudmarc): Enterprise-oriented SPF flattening with more technical control.

AutoSPF vs UniversalSPF: Feature-by-Feature Comparison

AutoSPF: Unlimited SPF Made Simple for SMBs

AutoSPF was designed specifically for small-to-mid-sized businesses that don’t have a large IT department. Its mission is to remove SPF complexity so business owners and small IT teams can focus on running their organizations, not debugging email records.

  • Automatic SPF Flattening
    AutoSPF dynamically resolves SPF includes into a single, always-valid SPF record. This eliminates the DNS lookup limitation, ensuring emails pass authentication consistently.
  • Real-Time Updates
    Whenever a mail service updates its sending IPs, AutoSPF automatically updates your SPF record. No more broken SPF records or manual interventions.
  • Compliance-Friendly
    AutoSPF supports DMARC, DKIM, and SPF alignment, giving SMBs enterprise-grade compliance without enterprise-level complexity.
  • Simple Setup
    All it takes is pointing your SPF record at AutoSPF. The tool handles the rest in the background.
  • Built for SMB Budgets
    AutoSPF offers affordable tiers that scale with your business, ensuring enterprise-level reliability at SMB-friendly pricing.

UniversalSPF (Fraudmarc): Flexible, but Enterprise-Oriented

UniversalSPF is part of Fraudmarc’s suite of email authentication tools, aimed more at IT-heavy organizations. It provides robust SPF flattening but is often overkill for smaller businesses that just need SPF solved quickly and reliably.

  • Dynamic SPF Resolution
    Like AutoSPF, UniversalSPF resolves SPF records in real-time, preventing lookup limit failures.
  • Granular DNS Control
    UniversalSPF appeals to IT admins who prefer manual configuration and deeper DNS control.
  • Fraudmarc Ecosystem
    If you’re already using Fraudmarc for DMARC monitoring or reporting, UniversalSPF integrates well within that environment.
  • Complexity vs. Simplicity
    While powerful, the setup process can feel technical and may require ongoing IT maintenance—less ideal for resource-constrained SMBs.

AutoSPF vs UniversalSPF: Pricing Plans

AutoSPF: Transparent and SMB-Friendly

AutoSPF keeps pricing simple. With a free starter plan and affordable paid tiers, businesses of all sizes can access unlimited SPF without breaking the bank.

  • Free Plan: Great for startups or single-domain businesses who want to try SPF automation.
  • Paid Plans: Scalable based on domain count; all include unlimited SPF flattening and real-time updates.
  • Value: Offers the best balance of affordability and automation for SMBs.

UniversalSPF (Fraudmarc): Enterprise Pricing

Fraudmarc’s UniversalSPF pricing is more enterprise-oriented, reflecting its positioning as part of a larger security suite.

  • No free plan—entry-level pricing starts higher than AutoSPF.
  • Enterprise Features: Great if you’re already investing in Fraudmarc’s full stack.
  • Value: Better suited for IT-led organizations that want SPF as part of broader email security.

User Experience Comparison

  • AutoSPF: Clean and Intuitive
     Built for non-technical users, AutoSPF offers a plug-and-play experience. The dashboard is easy to navigate, and setup requires minimal DNS knowledge. Perfect for SMBs that need SPF solved—fast.
  • UniversalSPF: Powerful but Technical
     UniversalSPF delivers advanced controls but assumes technical expertise. Larger IT teams may appreciate the flexibility, but SMBs often find it overcomplicated.

Integrations and Compatibility

Both tools integrate well with popular email ecosystems:

  • AutoSPF: Microsoft 365, Google Workspace, Zoho Mail, Mailchimp, Salesforce, Zendesk, and more.
  • UniversalSPF: Works seamlessly within the Fraudmarc ecosystem, but less plug-and-play outside of it.

AutoSPF wins on simplicity and universality, while UniversalSPF is stronger for Fraudmarc-first enterprises.

Alternatives to AutoSPF and UniversalSPF

While AutoSPF and UniversalSPF dominate the “unlimited SPF” category, other tools exist. Here are some alternatives worth considering:

  • PowerSPF (by PowerDMARC): Enterprise-grade SPF flattening and monitoring. Strong for complex IT setups, but pricing and complexity may not suit SMBs.
  • EasySPF: Affordable, lightweight SPF tool. Good for very small teams, but lacks automation and long-term reliability.
  • NetBlocks SPF Tool: Primarily a monitoring tool—not a full unlimited SPF solution. Best as a secondary check, not a primary fix.
  • OpenSPF Scripts (DIY): Free and open-source scripts exist for SPF flattening. However, they require manual upkeep, making them risky for businesses without IT staff.

Pros & Cons Overview

AutoSPF

✅ Easy setup, no technical skills required
✅ Affordable plans for SMBs
✅ Fully automated SPF updates
✅ Works with any mail provider
❌ Less granular control for IT teams that prefer manual configuration

UniversalSPF (Fraudmarc)

✅ Enterprise-level flexibility
✅ Seamless fit with Fraudmarc’s ecosystem
✅ Dynamic SPF resolution included
❌ More expensive than AutoSPF
❌ Technical setup required
❌ Overkill for SMBs with simple SPF needs

Final Verdict: AutoSPF vs UniversalSPF—Which is Right for You?

Both AutoSPF and UniversalSPF solve the SPF lookup limitation, but they serve different audiences:

  • AutoSPF is built for SMBs that want unlimited SPF without the hassle. Affordable, automated, and user-friendly, it’s the best option for small-to-mid-sized businesses that can’t risk email failures.
  • UniversalSPF (Fraudmarc) is geared towards larger enterprises with IT resources. It’s powerful, but pricier and more complex than most SMBs need.

👉 For SMBs, the choice is clear: AutoSPF delivers unlimited SPF that’s simple, affordable, and reliable.