As a managed service provider (MSP), one of your biggest responsibilities is keeping client domains secure, emails deliverable, and infrastructure compliant with modern authentication standards. But if you’ve ever wrestled with “too many DNS lookups” SPF errors, you know how complex SPF record management can get.

That’s where SPF record management tools come in—helping you automate flattening, prevent misconfigurations, and ensure every client email lands in the inbox, not spam.

In this guide, we compare three major SPF management solutions:

We’ll break down their features, pricing, automation, integrations, and usability—so you can choose the right tool for your MSP business model. Whether you’re handling 10 domains or 1,000, this showdown will help you avoid headaches and keep client email secure.

Why MSPs Struggle with SPF Records

Before diving into the tools, let’s recap why SPF management is such a challenge:

  • SPF Lookup Limit: DNS SPF records have a hard 10-lookup limit. Going over it instantly breaks authentication.
  • Frequent Changes: Email service providers (Google, Microsoft, SendGrid, etc.) frequently update IPs and include records. Static SPF records quickly become outdated.
  • Complex DNS Dependencies: Many businesses use multiple senders—marketing platforms, ticketing systems, payroll software—all requiring SPF inclusion.
  • Scalability Issues: For MSPs managing dozens of clients, manually monitoring and fixing SPF is impossible without automation.

This is exactly the problem SPF management platforms solve—simplifying and automating what would otherwise be a DNS nightmare.

PowerSPF vs UniversalSPF vs AutoSPF Showdown

The Competitors at a Glance

  • AutoSPF (Fix SPF Records) – A fully automated SPF flattening and monitoring solution, purpose-built for MSP scalability.
  • PowerSPF (PowerDMARC) – Offers flattening and advanced controls, best suited for enterprise IT/security teams who prefer hands-on oversight.
  • UniversalSPF (Fraudmarc) – Provides static SPF flattening, useful for small orgs, but lacks real-time updates for MSP-scale environments.

AutoSPF: Automated SPF Record Management for MSPs

AutoSPF is a next-generation tool designed for MSPs managing multiple client domains. Unlike traditional flattening tools that require manual refreshes, AutoSPF automatically updates SPF records in real time whenever DNS changes occur.

Standout Features for MSPs

  • Dynamic Flattening: Eliminates the “10 DNS lookup” issue with continuous monitoring and updating.
  • Multi-Tenant Dashboard: Manage all client domains from one portal—perfect for MSP workflows.
  • Error-Proofing: Alerts for misconfigurations, missing mechanisms, or risky “+all” policies.
  • Scalability: Designed for MSPs handling anywhere from 10 to 10,000 domains without additional complexity.

Why MSPs Love It

With AutoSPF, once you set it up, you don’t need to babysit SPF records anymore. The system continuously syncs DNS changes from providers like Microsoft 365, Google Workspace, and AWS SES, ensuring records remain valid.

It’s the true “set-and-forget” SPF solution, which means fewer support tickets, fewer deliverability issues, and more time for your MSP team to focus on higher-value services.

PowerSPF by PowerDMARC: Advanced, But Hands-On

PowerSPF is part of the PowerDMARC suite, giving users fine-grained control over SPF policies. It includes flattening functionality but isn’t fully automated, requiring periodic manual oversight to stay accurate.

Key Features

  • SPF Flattening: Reduces DNS lookups, but may need refreshes when providers update IPs.
  • Granular Policy Management: Appeals to enterprise IT/security teams who want to manually configure DNS.
  • Ecosystem Integration: Works seamlessly with other PowerDMARC tools like DMARC monitoring, BIMI, and MTA-STS.

Fit for MSPs?

PowerSPF is a solid option if your MSP already uses PowerDMARC for DMARC monitoring and wants SPF management included. However, it requires more hands-on upkeep, making it less efficient for MSPs with hundreds of domains under management.

It’s a good enterprise solution, but may feel heavy for MSPs seeking simplicity.

UniversalSPF by Fraudmarc: Static Flattening

UniversalSPF takes a straightforward approach—flattening SPF records into a compliant format. However, it doesn’t offer dynamic updates. If your email provider changes its IPs, you’ll need to regenerate the flattened record manually.

Key Features

  • Basic Flattening: Prevents “too many DNS lookups” errors.
  • Syntax Validation: Ensures SPF records follow correct format.
  • No Automation: Requires ongoing manual maintenance.

Fit for MSPs?

UniversalSPF can work for very small organizations with stable email infrastructures. But for MSPs juggling multiple clients, the lack of real-time updates creates extra work and potential risk of broken SPF.

It’s better suited as a budget-friendly quick fix than a scalable long-term MSP solution.

Pricing & ROI

  • AutoSPF: Subscription-based, priced per domain. Includes unlimited auto-updates—ideal for MSP scaling without hidden labor costs.
  • PowerSPF: Often bundled with PowerDMARC platform. Strong value for enterprises already invested in PowerDMARC but less flexible for standalone use.
  • UniversalSPF: Lower initial cost, but static flattening means MSPs will spend extra hours manually maintaining records—raising long-term TCO.

Verdict: AutoSPF provides the best balance of automation + MSP scalability for predictable ROI.

User Experience & Ease of Use

  • AutoSPF: Simple, intuitive, MSP-focused dashboard. Designed for “set it up once, then forget about it.”
  • PowerSPF: Rich feature set, but with a steeper learning curve. Feels more enterprise IT than MSP.
  • UniversalSPF: Lightweight and easy, but lacks the depth and automation MSPs require.

Integrations & Ecosystem Fit

  • AutoSPF: Works seamlessly with major DNS providers and MSP workflows. Integrates smoothly with broader email security stacks.
  • PowerSPF: Best if you’re already within PowerDMARC’s ecosystem (DMARC reporting, BIMI, MTA-STS).
  • UniversalSPF: Minimal integrations. Primarily a standalone DNS flattening tool.

Alternatives Worth Considering

If you’re exploring beyond these three, here are other SPF/DMARC-focused platforms:

  • dmarcian: Known for detailed DMARC analytics, with SPF support.
  • Valimail Enforce: Enterprise automation platform with SPF/DKIM/DMARC enforcement.
  • OnDMARC: Straightforward compliance-focused tool with SPF alignment support.

Final Verdict: Which SPF Management Tool is Best for MSPs?

Here’s the breakdown:

  • AutoSPF (Fix SPF Records): The best choice for MSPs. Fully automated, multi-tenant, and scalable. Reduces support load and ensures long-term reliability.
  • PowerSPF: Best for large enterprises or MSPs already tied into PowerDMARC’s ecosystem who don’t mind extra manual oversight.
  • UniversalSPF: Good for small orgs but not scalable. A stopgap, not a long-term MSP solution.

👉 Bottom line: For MSPs managing multiple client domains, AutoSPF is the clear winner. It eliminates the risk of broken SPF, saves hours of manual work, and ensures clients’ emails land in the inbox—not the spam folder.