It’s an L R Baggs Anthem, There’s two versions to choose from, the one Brian has is very popular!.
And a LOT of very big names use Baggs pickups!.

I thought Brian’s pup looked a lot like mine. Mine’s a Fishman Matrix Infinity. ($159 at Musician’s Friend). Probably about $100 for the install. I would install it myself, except mine is on my Martin D18, so I had it done by a tech. The LR Baggs is another solid name, as mentioned.

As mentioned, LR Baggs Anthem is a great pickup and they have a similar system called the Lyric. If you want a sound hole pickup, the have the M80 & M1 Active

A lot of people have used the sound hole pickups made by Dean Markley and Seymour Duncan has them available as well