Struggling to keep your SPF record valid while juggling multiple SaaS providers? You’re not alone. Small and midsize businesses (SMBs) often run into the dreaded “SPF too many DNS lookups” error, which can cause legitimate email to fail authentication and land in spam.
Three popular solutions promise to solve this challenge: PowerSPF by PowerDMARC, UniversalSPF by Fraudmarc, and AutoSPF. Each tool approaches SPF flattening and macro automation differently—some offering full hands-off automation, others requiring technical oversight.
In this detailed comparison, we’ll explore the strengths, limitations, and pricing of each tool, with a special focus on which solution is best for SMBs that need reliable SPF compliance without draining IT resources.
Why SPF Matters for SMBs
Sender Policy Framework (SPF) is one of the cornerstones of email authentication, working alongside DMARC and DKIM to prevent spoofing and phishing. But SPF comes with a major limitation:
- Each SPF check allows a maximum of 10 DNS lookups.
- If your DNS references exceed this limit, the SPF check fails silently.
- This can result in legitimate emails being quarantined or rejected, damaging both deliverability and brand reputation.
For SMBs that rely on multiple SaaS email vendors (Google Workspace, Microsoft 365, HubSpot, Salesforce, Mailchimp, Zendesk, etc.), the limit is easy to hit. SPF flattening tools like AutoSPF, PowerSPF, and UniversalSPF exist to solve this problem.
SPF Flattening and Macros Explained
Before diving into the comparison, let’s clarify the two approaches these tools take:
- SPF Flattening – Collapses all “include” mechanisms into a single record with direct IP addresses, reducing DNS lookups.
- Pros: Simple, compatible with all mail servers.
- Cons: Needs frequent updates when vendors change IPs.
- SPF Macros (Dynamic SPF) – Uses smart, dynamic macros that automatically resolve vendor IPs in real-time without exceeding the lookup limit.
- Pros: Fully automated, always up to date.
- Cons: Requires a more advanced tool (like AutoSPF) to handle securely.
PowerSPF vs UniversalSPF vs AutoSPF: Feature-by-Feature Breakdown
| Feature | AutoSPF (Your Brand) | PowerSPF (PowerDMARC) | UniversalSPF (Fraudmarc) |
| Automation | 100% automated, dynamic macros | Partial automation, manual oversight | Limited automation, manual updates needed |
| Ease of Use | “Set-and-forget” for SMBs | Requires IT/security oversight | Easy setup, but recurring manual edits |
| DNS Management | Auto-updates SPF as vendors change | IT team updates with guidance | Users must re-run flattening tool |
| Integrations | Works across all DNS providers | Integrated with PowerDMARC suite | Standalone SPF tool only |
| Security | Real-time macro resolution | Enterprise-grade visibility | Flattened IP list only |
| Scalability | Designed for SMBs to scale easily | Suited for large enterprises | Works for small, static setups |
| Pricing | Affordable, SMB-friendly tiers | Enterprise pricing | Lower cost, but higher manual overhead |
AutoSPF: Hands-Free SPF Management for SMBs
1. Automation and Macros
AutoSPF is built for SMBs that don’t have the time or technical resources to manage DNS records manually. It uses smart macros to dynamically update SPF records whenever a vendor changes its IP ranges. This means you never have to worry about manually flattening or editing DNS.
2. Ease of Use
Unlike other solutions, AutoSPF requires zero technical knowledge. Simply delegate your SPF management, and the tool keeps it valid, compliant, and optimized behind the scenes.
3. Deliverability Benefits
By ensuring your SPF record never breaks the 10-lookup rule, AutoSPF helps keep your emails out of spam folders. Combined with DMARC and DKIM, it strengthens your domain’s email reputation.
4. SMB Value Proposition
- No DNS expertise required
- Automatic, continuous SPF compliance
- Affordable plans for startups, nonprofits, and small enterprises
AutoSPF is essentially the “plug-and-play” SPF solution SMBs have been waiting for.
PowerSPF: Granular Control for Enterprise IT
1. Detailed Oversight
PowerSPF by PowerDMARC caters to enterprise teams who want full visibility into their DNS and email authentication layers. It provides fine-grained control over which IPs and services are authorized, making it useful for regulated industries.
2. Automation with Guardrails
While PowerSPF includes some automation, it is designed more for manual oversight with IT involvement. This is great for enterprises but impractical for SMBs without a security team.
3. Integration with PowerDMARC Suite
PowerSPF works best as part of PowerDMARC’s broader offering (DMARC reporting, forensic analysis, policy enforcement). For enterprises already using PowerDMARC, this creates a seamless experience.
4. Best Fit
- Large organizations with security teams
- Enterprises needing compliance with strict regulations
- Companies already invested in PowerDMARC ecosystem
UniversalSPF: Simpler Flattening, Limited Automation
1. SPF Flattening Utility
UniversalSPF by Fraudmarc primarily acts as a flattening tool: it converts “include” mechanisms into IP addresses to reduce lookups. This solves the lookup issue in the short term but comes with limitations.
2. Manual Maintenance Required
Whenever a vendor changes its IPs (which can happen weekly or monthly), UniversalSPF users need to re-run the tool and manually update their DNS records. This creates an ongoing burden for SMBs.
3. Pricing vs. Value
UniversalSPF is cheaper upfront but carries hidden costs in staff time, DNS errors, and risk of misconfiguration. Over time, these “hidden costs” often outweigh the savings.
4. Best Fit
- SMBs with only one or two vendors
- Organizations willing to manage DNS manually
- Use cases where SPF changes are rare
Pricing Comparison
- AutoSPF → Transparent, affordable SMB plans. Pricing scales by domain count, not by feature gating.
- PowerSPF → Included as part of PowerDMARC enterprise subscriptions; higher cost, enterprise-focused.
- UniversalSPF → Lower initial price, but higher manual maintenance overhead in the long term.
👉 Verdict: For SMBs, AutoSPF offers the best balance of affordability and automation.
User Experience: SMBs vs Enterprises
- AutoSPF → Built for SMBs. No training, no steep learning curve, no DNS headaches.
- PowerSPF → Powerful but complex; designed for IT-heavy organizations.
- UniversalSPF → Simple on setup, but ongoing manual updates frustrate SMBs.
Alternatives to AutoSPF, PowerSPF, and UniversalSPF
While these three are leaders in SPF management, other tools exist:
- MxToolbox SPF Flattening – Part of their email monitoring suite; good for diagnostics, but not fully automated.
- dmarcian SPF Surveyor – Visualizes lookup counts and flattening but requires manual edits.
- EasySPF – Simple SPF record generator for static DNS setups.
- SPF-Record.com – Free tool for testing SPF flattening, not production-ready.
These alternatives are helpful for quick checks but lack the automation and scalability SMBs need for reliable email deliverability.
FAQs About SPF Flattening Tools
Q1: Why does SPF have a 10-DNS-lookup limit?
The limit exists to protect DNS servers from recursion overload. Without it, malicious actors could trigger massive recursive lookups.
Q2: What happens if I exceed the SPF lookup limit?
SPF automatically returns a “permerror” and fails authentication. Your email may get rejected or land in spam.
Q3: Can I just manually flatten my SPF record?
Yes—but vendors like Google, Microsoft, and Salesforce update their sending IPs regularly. Without automation, you risk sudden SPF failures.
Q4: Is SPF flattening enough to stop spoofing?
No. SPF alone isn’t enough—you need DMARC and DKIM for full protection. Flattening just ensures SPF works reliably.
Final Verdict: Which SPF Macro Tool Wins for SMBs?
- AutoSPF → The clear winner for SMBs. Delivers full automation, zero maintenance, and affordable pricing. Perfect for small businesses that want reliable SPF without technical hassle.
- PowerSPF → Best for enterprises with IT teams who want fine-grained control and deep integration with PowerDMARC’s ecosystem.
- UniversalSPF → Suitable for small organizations with static email setups, but less scalable due to manual upkeep.
👉 Bottom Line: For most SMBs, AutoSPF is the best long-term investment—guaranteeing SPF compliance, preventing costly email deliverability issues, and freeing your team from manual DNS work.