Help me make a red herring!

So as the title suggests I'd like help making an NPC seem like the bad guy although he isn't.

Things this NPC needs to be.

Male, Old, a Lord, his family made their wealth in the shipping industry however he's lost most of it to bad investments.

I need a sinister name (hopefully relivent to the shipping industry) Maybe some ventures he's lost money in. Mannerisms. A reason he's always hesitant to help anyone. Description of him. Maybe a little backstory.

Obviously I can do all of this myself but I was hoping to get some ideas I may not think of and some awesome inputs!

Thanks in advance you awesome folk.