We made an important update to how SMTP connections work in Value Builder. SMTP connections using generic email domains such as gmail.com, outlook.com, hotmail.com, yahoo.com, aol.com, and me.com are no longer supported. Advisors who previously connected SMTP using one of these generic domains will need to either connect SMTP using a custom domain (for example, advisor@yourfirm.com), set up a connected sending domain, or continue using the default Value Builder email server.
At the same time, we have increased the SMTP daily sending limit from 100 emails per day to 1,000 emails per day for accounts using a properly configured custom domain. This provides significantly more flexibility for advisors running Smart Flows, Nurture Cycle, and ongoing client communications.
Generic email providers are no longer permitted for SMTP because they present growing deliverability and compliance risks. Major mailbox providers such as Google and Microsoft have tightened authentication and bulk sending requirements. Sending higher volumes of email from free, generic domains often results in SPF, DKIM, or DMARC authentication failures, increased spam filtering, and potential blocking. In addition, generic domains do not allow advisors to build and control their own sending reputation. This change helps protect individual advisor deliverability, brand credibility, and the overall sending reputation of the platform.
Using a custom domain is considered best practice for professional email communication. A branded email address improves client trust and reinforces your firm’s credibility. Proper DNS configuration allows for SPF authentication, DKIM signing, and DMARC alignment, which significantly improves inbox placement and reduces the likelihood of spam filtering. A custom domain also ensures that your firm owns and controls its sending reputation rather than relying on a shared free email provider. With the updated daily limit of 1,000 emails, a custom SMTP connection also supports scalable outreach and marketing efforts.
Advisors have three options moving forward. The first is to connect SMTP using a custom domain, which requires email login and proper authentication setup. The second is to configure a connected sending domain, which requires access to DNS records but allows for branded email delivery while maintaining platform-level sending infrastructure. The third is to continue using the default Value Builder email server, which may be appropriate for advisors sending lower volumes or who do not have direct access to domain configuration.
Regardless of the setup selected, email best practices remain essential. Advisors should ensure SPF, DKIM, and DMARC records are properly configured, avoid sending multiple bulk emails to the same recipients within a short period, gradually warm up newly configured domains, and regularly clean contact lists to remove inactive or unengaged addresses. Even with increased sending limits, high-volume or poorly targeted sending can negatively impact deliverability.
If you need assistance determining the right configuration for your firm or require support setting up a custom domain, please contact Support, and we will be happy to guide you through the process.