Email deliverability is no longer optional for digital agencies—it’s mission-critical. As inbox providers like Google, Yahoo, and Microsoft continue tightening authentication requirements, agencies face the challenge of managing SPF (Sender Policy Framework) records across dozens or even hundreds of client domains.
If you’ve ever hit the dreaded “SPF record exceeds 10 DNS lookups” error, you already know how damaging this can be. Legitimate client campaigns suddenly fail authentication, marketing ROI drops, and frustrated clients look to you for answers.
That’s where dynamic SPF flattening solutions come in. In this article, we’ll compare the three leading players in the market—AutoSPF, PowerSPF by PowerDMARC, and UniversalSPF by Fraudmarc—to help you decide which one is the best fit for your agency’s needs.
Why SPF Flattening Matters More Than Ever
SPF is designed to stop email spoofing by allowing domain owners to specify which mail servers are authorized to send email. While it works well in theory, there’s a catch:
- SPF has a hard limit of 10 DNS lookups.
- Many organizations exceed this limit when they rely on multiple services like Google Workspace, Microsoft 365, HubSpot, Salesforce, Mailchimp, Zendesk, and CRMs.
- Once you exceed the lookup limit, SPF validation fails—even for legitimate mail.
For a digital agency that manages multiple clients, each with their own senders, this problem multiplies quickly. Agencies can’t afford failed email delivery—it impacts client trust, campaign ROI, and brand reputation.
Dynamic SPF flattening tools like AutoSPF, PowerSPF, and UniversalSPF address this by:
- Flattening SPF records dynamically to stay within the 10-lookup limit.
- Automatically updating records when senders change infrastructure.
- Providing visibility and compliance for agencies juggling multiple clients.
In short, they protect deliverability and remove manual DNS management headaches.
The SPF Flattening Showdown: AutoSPF vs PowerSPF vs UniversalSPF
Before diving into feature comparisons, let’s position each solution.
- AutoSPF – An automation-first tool designed specifically for digital agencies, MSPs, and resellers who manage multiple client domains.
- PowerSPF – Developed by PowerDMARC, it’s part of a comprehensive security suite that goes beyond SPF into DMARC, DKIM, and BIMI.
- UniversalSPF – Built by Fraudmarc, focusing heavily on compliance, audit trails, and enterprise reporting.
Deep Dive: Each Solution Explained
🔹 AutoSPF – Built for Agencies, Scalable & Simple
AutoSPF positions itself as the most agency-friendly flattening solution. Unlike heavy enterprise tools, AutoSPF emphasizes:
- Unlimited Domain Management – Ideal for agencies with dozens or hundreds of client accounts.
- Full Automation – Once set up, it dynamically updates SPF records so you never worry about exceeding DNS lookups.
- Lightweight API & Dashboard – Perfect for integrating into an agency’s existing workflows or client management portals.
- Transparent Pricing – Clear per-domain pricing with bulk discounts for agencies.
💡 Example Use Case: A digital marketing agency managing 50+ client domains for campaigns across Mailchimp, HubSpot, and Salesforce. AutoSPF automatically keeps each client’s SPF valid without IT staff spending hours editing DNS.
✅ Pros:
- Scales effortlessly for agencies
- Simple onboarding with minimal technical expertise required
- Affordable and transparent cost structure
- API-first design
❌ Cons:
- Focused on flattening (not a full DMARC suite)
- Limited compliance reporting compared to enterprise options
👉 Verdict: Best for digital agencies, MSPs, and resellers who want reliable, automated SPF flattening at scale.
🔹 PowerSPF – Security-Heavy & Ecosystem-Oriented
PowerSPF is part of PowerDMARC’s larger suite, which includes DMARC, DKIM, BIMI, MTA-STS, and more. It’s feature-rich but comes with complexity.
- Integration with DMARC Policies – Ensures SPF records are always aligned with DMARC enforcement.
- Enterprise-Grade User Management – Supports multiple admins, teams, and role-based controls.
- Advanced Security Features – Works best when combined with the broader PowerDMARC ecosystem.
💡 Example Use Case: A multinational company with dedicated IT/security teams wants SPF flattening integrated into a comprehensive email authentication framework.
✅ Pros:
- Tightly integrated with broader DMARC tool
- Ideal for security-conscious enterprises
- Offers strong visibility and controls
❌ Cons:
- More complex to deploy and manage
- Bundled pricing may be high if SPF flattening is your only need
- Overkill for agencies only seeking flattening
👉 Verdict: Best for large enterprises or organizations already using PowerDMARC.
🔹 UniversalSPF – Compliance-Driven, Enterprise-Grade
UniversalSPF is Fraudmarc’s answer to SPF flattening, focused on regulated industries that need visibility and governance.
- Audit Logs & Change History – Every change to SPF records is tracked for compliance.
- Policy Reporting – Helps meet IT governance and industry regulations.
- Enterprise Integrations – Designed for complex IT environments.
💡 Example Use Case: A healthcare provider or financial institution that requires not only SPF flattening but also detailed compliance reporting for audits.
✅ Pros:
- Strongest compliance and reporting features
- Enterprise-ready with detailed visibility
- Reliable support for regulated environments
❌ Cons:
- Premium pricing
- Not optimized for agencies with many small clients
- More complex than most agencies need
👉 Verdict: Best for regulated enterprises like healthcare, finance, or government—not marketing agencies.
Feature-by-Feature Comparison
| Feature | AutoSPF (Agencies) | PowerSPF (Enterprises) | UniversalSPF (Compliance) |
| Automated SPF Flattening | ✅ Yes | ✅ Yes | ✅ Yes |
| Unlimited Domain Support | ✅ Yes | ❌ Limited | ❌ Limited |
| Ease of Use | ✅ Very Simple | ⚠️ Moderate Learning | ⚠️ Steep Learning Curve |
| Compliance Reporting | ❌ Minimal | ✅ Basic | ✅ Advanced |
| Pricing | ✅ Transparent | ❌ Bundled | ❌ Premium |
| API Access | ✅ Yes | ✅ Yes | ✅ Yes |
| Target Audience | Agencies/MSPs | IT/Security Teams | Regulated Enterprises |
Pricing Breakdown
AutoSPF
- Free trial available for testing.
- Per-domain pricing that’s clear and scalable.
- Bulk discounts for agencies managing dozens of domains.
PowerSPF
- Available only as part of PowerDMARC’s suite.
- Pricing includes other modules (DMARC, DKIM, BIMI), making it more expensive if SPF flattening is your sole need.
UniversalSPF
- Enterprise-focused pricing based on account complexity and compliance requirements.
- Less accessible for smaller agencies.
User Experience
- AutoSPF – Fast onboarding, clean dashboard, minimal training required.
- PowerSPF – Complex but powerful; best used by IT teams.
- UniversalSPF – Enterprise-level UI with a focus on compliance rather than usability.
Alternatives to Consider
While AutoSPF, PowerSPF, and UniversalSPF dominate, other options exist:
- Cloudflare Email Routing – Handles DNS well but doesn’t specialize in SPF flattening.
- Postmark & SendGrid Tools – Enhance deliverability but not true flattening solutions.
- Manual SPF Flattening – Possible but unsustainable for agencies managing multiple domains.
Final Verdict: Which One is Right for You?
- Choose AutoSPF if you’re a digital agency, MSP, or reseller. It’s the best blend of automation, affordability, and scalability.
- Choose PowerSPF if you’re an enterprise IT/security team already invested in PowerDMARC’s ecosystem.
- Choose UniversalSPF if you’re in a compliance-heavy sector where audit trails and policy governance are mission-critical.
For most digital agencies, AutoSPF is the clear winner. It was built specifically for agencies juggling multiple domains, ensuring SPF compliance with minimal effort and maximum automation.